how to create a marketing splash - Coldwell Banker Commercial

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part ic ipat ion g uide
how to create a
marketing splash
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2
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before your read
this book
Congratulations on your new affiliation with Coldwell Banker
CommercialВ® (CBCВ®). Successfully marketing your company
begins before your doors officially open as CBC. This guide walks
you through the marketing process and informs you about helpful
resources offered to CBC affiliates by; describing the items,
explaining why you need to utilize them, and how to execute. This
book is not meant to be read in one sitting; there is too much
information and your brain will go into sensory overload. It is
meant as a guide for you to refer to when necessary.
Should you have any questions, please call the Help Desk at
800-222-2162 and ask to speak to someone in the Marketing
Department.
It is important to note that many of the items listed in this book
can be found on our local intranet site, www.cbcblueprint.com,
including a downloadable PDF version of this book with easy to
use bookmarks to take you directly to any section of the book and
hyperlinks that can lead you directly to the items discussed in this
book.
Note: If you are not already set-up in Blueprint, you need to stop
reading now, and get set-up in Blueprint. That way, you will be
able to poke around when you see something of interest.
Blueprint set-up: The responsible broker of your company must take the
initial training in order to get a Blueprint Super User account. This
Super User account is used to set up all individual users.
If your company isnвЂ™t set up, call the Help Desk at 800-222-2162
and they will be able to direct you to the initial training.
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3
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table of contents
What to do First
1. Prepare your Firm a. Knowing the CBC Value
b. Marketing Plan
c. Business Advantage Program
b. Other Discounts and Tools
c. Programs You Should Have
d. Useful Websites
2. Utilize the CBC Brand Name
a. ID Standards
b. CBC Logo Usage
c. Templates
d. Order Stationery
e. Business Cards
f. Signs
Public Relations
1. Step-By-Step Guideline for PR
2. New Company PR
3. Press Releases & Media Alerts
4. вЂњHotвЂќ News and вЂњNotвЂќ News
5. Social Media & Online Blogs
6. Opening Event
Web
1. Your CompanyвЂ™s Intranet Site
2. cbcworldwide.com
3. Brand your Site as CBC
4. Re-Market Your Listings under your
Coldwell Banker Commercial DBA
a. Re-market on CBC Website
b. Free Listing Sites
Make your presence known to other
CBC Affiliates
1. Top Notable Transactions
2. Contact CBC and CB Residential Offices Near You
3. Reach out to International Affiliates
4. Submit referrals within CBC
5.Join Specialty Practice Groups
6. My Network on Blueprint
7. BlueMail
8. Attend CBC Events
Miscellaneous Marketing
Advertisements, Marketing Materials & E-mail Campaigns
1. Advertising Campaign
2. Regional Advertising
3. Online Advertising Directories
4. Flyer Creation-e-Presentations
5. Announcements/Direct Mail
6. Company Collateral
1. List of Your CompanyвЂ™s Professionals
2. External Professionals Database
3. Client Database
4. Comps Database
5. Market Data
6. CBC Blue Book
7. Industry Events & Sponsorships
8. Promotional Items
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4
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table of contents (contвЂ™d)
Continual Marketing
1. Stay in front of Clients
a. Holiday Cards or E-mails
b. Newsletter
c. Announcements
2. The Simple Things Go a Long Way
3. Tracking your Efforts
4. Stay in tune with CBC Information
5. Keep Website Updated
6. Be Tactful with Marketing
7. Other Helpful CBC Documents
8. Next Generation Marketing
Appendix
PR and Advertising Tools
1. PR DoвЂ™s and DonвЂ™ts
2. Small Business Advertising Basics
3. Advantages / Disadvantages of Media Outlets
4. Where to Advertise: Helpful Websites
5. National Advertising Discounts
Coldwell Banker Commercial Tools
1. Win Business & Marketing Packages
2. Enhanced Graphics
3. Project & Communication Management
4. Financial Analytics
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5
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what to do first
Branding is one of the most important things
a new company can do. This section takes
you through some of the processes to help
your company brand themselves within the
Coldwell Banker Commercial organization.
The topics in this section include:
1. Prepare your Firm
a. Knowing the CBC Value
b. Marketing Plan
c. Business Advantage Program
d. Other Discounts and Tools
e. Programs You Should Have
f. Useful Websites
2. Utilize the CBC Brand name
a. ID Standards
b. CBC Logo
c. Templates
d. Order Stationery
e. Business Cards
f. Signs
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6
Knowing the Value
of CBC
Description
One of the first things you need to do is know and understand
the value of this international brand that you have become
affiliated with. You should also know the companyвЂ™s vision.
Value
YouвЂ™ve joined a great organization. Make sure you utilize or at
least know about everything that is offered to you. You may not
use some of the tools and resources; but they can be used as
selling points when talking with clients and may be the aspect
that helps you win the business. It is important that you also
know the vision of the company.
Execute
Although much of the Value of the Coldwell Banker Commercial
organization will be covered in this document, You can
download the entire document dedicated to the Value of CBC.
www.cbcblueprint.com
вЂ” Library
вЂ” Keyword: Value
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Marketing Plan
Description
Before you start going down the path of making your
company branded Coldwell Banker Commercial, you should
have a marketing plan in place.
Value
When it comes to marketing, many businesses are eager
to skip the вЂњlegworkвЂќ and proceed directly to pursuing
clients. After all, the goal of any commercial real estate
business is to get more business, right?
But before you dive headfirst into developing
advertisements, postcards and promotions, itвЂ™s wise to
first do some in-depth preparation, and determine the
who, why, where, what and how of your marketing вЂ“ in
other words, to develop a marketing plan. The more
preparation you do in advance, the more successful your
marketing efforts will be.
Execute
Download the vision brochure
The Coldwell Banker Commercial organization has
developed a sister вЂњHow to GuideвЂќ to assist in creating
www.cbcblueprint.com
вЂ” Library
вЂ” Keyword: Vision
your companyвЂ™s marketing plan.
www.cbcblueprint.com
вЂ” Library / Keyword: Plan
how to create
a marketing plan
Pillars of Success
part ic i pat ion g ui de
Value Proposition for
Winning Business
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Coldwell Banker Commercial
Business Advantage Program
Description
The Business Advantage Program can assist in preparing your
firm.
There is some preparation your firm needs to do for quality
product development. A good printer is essential for highquality products. Binding materials should also be considered,
as they create a professional look for your presentations.
Value
Your firm may be small, and sending documents to
professional printers could be costly. At times, there is a
need for on-demand or short-run printing that can be done in
house. Spending a little extra money up front ensures that all
products produced in house are of professional quality.
As a Real Estate Professional you need to know everything from how to run an office to the latest market statistics to managing
your business. Your job is about making the right choices. from identifying the right staff to helping your clients and business
thrive. The Coldwell Banker Commercial Business Advantage program is a matchmaker вЂ” finding the best companies to help
you improve you bottom line. It is about offering you choices. With more than 80 nationally recognized companies вЂ” you can
choose from an extensive selection of companies that understand your business to help you reach your potential.
To learn more about these programs, click on the Business Advantage link under the Tools section on cbcblueprint.com.
RealBiz360
(888) 226-7404
www.costar.com
The #1 Commercial Real Estate Information company
that provides building-specific knowledge through a proprietary database
of commercial transactions. CBC affiliates receive a 15% discount.
VisualTour
(800) 873-0699
www.visualtour.com
Create stunning Internet, CD and diskette-based virtual tours.
Custom Marketing Solutions
www.cbcblueprint.com в†’ Tools Tab
Order affordable on-demand enhanced graphics
such as 3D Floorplans, Flyers, Stacking Plans, Maps, Labeled Aerials, 3D
Building Models and even Offering Memorandums (Marketing Packages).
Listings Domain
OffICE SOLUTIONS
Premiums and Awards
individual property websites
В®
(800) 826-5123
where a HOME gets a WEBSITE of its own
www.listingdomains.com
Create a beautiful website for any property in just a few minutes! Building
a single property website is a simple and effective way to win listings,
keep sellers happy and keep buyers interested!
TM
LoopNet
(888) 567-7442
www.loopnet.com
LoopNet operates the largest and most heavily trafficked
online commercial real estate listing service. CBC affiliates receive up to
55% discount!
Lowen Sign Company
(800) 545-5505
www.lowensign.com
Lowen Sign Company designs, manufactures and screen
prints real estate signs and job site signs, including photo signs, for sale
signs, riders, photo riders, site signs, construction signs, commercial
signs and banners.
Oakley Sign
(800) 373-5330
www.oakleysign.com
Fast, durable, and affordable quality signs.
Execute
Marketing Tools
Вє Printing
Вє Premiums, Awards & Apparel
Вє Signage
Вє Listing Websites
Вє Promotional Items
Wall Street Journal
(212) 597-5989
Take advantage of advertising discounts in the Wall Street Journal, with
a worldwide circulation of 2 million.
Dee-Sign
(800) DEE-SIGN
www.deesigncompany.com
Complete sign packages, frames, signs and more, from the largest yard
sign manufacturer in the United States.
A sample of the Business Advantage Program:
вЂў Office Solutions
Вє Supplies & Equipment (Staples, binding materials,
printers, computers, UPS, AT&T Wireless, Verizon, Sprint)
вЂў Travel - Hotels, Vacation Certificates,
Rental Car
(888) 732-5249
www.realbiz360.com
Easily create High Resolution Virtual Tours and Slideshows with the
exclusive iVuZoom immersive, interactive viewing experience.
CoStar
View all the Business Advantage Programs at
www.cbcblueprint.com under the Tools Section
вЂў
BUSINESS ADVANTAGE PROGRAM
LISTING EXPOSURE
The Coldwell Banker CommercialВ® Business Advantage
Programs are a compilation of various products and services
provided by nationally recognized companies offering cost
savings, specialized tools and high-quality services.
American Image
(800) 385-9223
www.americanimageawards.com
Quality name badges and awardsвЂ“FAST!
Clayman Promotional Group
(800) 545-1113
Huge selection of promotional products for your
business.
Recognition Express
(800) 457-7030
www.recognitionexpress.com
Badges, Signs, Awards and Promotional Products in
one convenient place.
R
We Make America's Badges, Signs, Awards & More!
Professional Resources
AON E&O Insurance
(215) 773-4531
An affordable and extremely comprehensive Real Estate
E&O product. Coverage is available in all 50 US states, but
excludes Canada. General liability coverage is also available.
TM
**Another simple device your firm can buy
is a universal paper scorer / cutter. You can
purchase something like this at any office
store (Staples, OfficeMax) for under $20.
This machine allows you to print full bleed flyers (by printing
on 11 x 17, then trimming the edges) and it allows you to
produce a folded piece with a professional score mark down
the center.
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Other Tools & Discounts
Tool
% Discount
Execute
Tools
Blueprint (Local Intranet)
FREE
www.cbcblueprint.com
CREST (enter listings/financials)
FREE
www.cbcblueprint.com - Tools
Listings Manager (Enhance Listings)
FREE
www.cbcblueprint.com - Tools
Local Worldwide (Company Website)
FREE
www.cbcblueprint.com - Tools
Teamwork PM: Project & Communication Mgmt
FREE
www.cbcblueprint.com - Tools
REIS (Market Reports)
FREE
www.cbcblueprint.com - Tools
CBC Template Center
FREE
www.cbcblueprint.com - Tools
Transaction Database
FREE
www.cbcblueprint.com - Tools
FREE
@cbcworldwide.com e-mail (forwarding)
Argus Leasing Suite (Financial Analytics)
87%
Automatic with Blueprint login
(firstinitiallastname@cbcworldwide.com)
www.cbcblueprint.com - Tools
15%
Speak with a CoStar rep and say that you work Costar
for Coldwell Banker Commercial. 301-215-8300
www.costar.com
95%
www.cbcbluprint.com (manager level)
Commercial University (Training)
FREE
www.cbcblueprint.com - Learning
CCIM Training
Varies www.cbcblueprint.com - Library
Continuing Education
30%
www.cbcblueprint.com - Commercial University
Emerging Broker Training
FREE
www.cbcblueprint.com - Commercial University
Platinum Producer Training
FREE
www.cbcblueprint.com - Commercial University
Lipsey Training Webinars
FREE
www.cbcblueprint.com - Commercial University
Business Planning Series
FREE
www.cbcblueprint.com - Commercial University
Wall Street Journal
78%
www.cbcblueprint.com - Library, Ad Discount
Wall Street Journal Online Featured Property
16%
www.cbcblueprint.com - Library, Ad Discount
Black's Guide Ad
15%
www.cbcblueprint.com - Library, Ad Discount
Real Estate Forum 25%
www.cbcblueprint.com - Library, Ad Discount
Lead Router* (Lead Communication)
Education & Training
Advertising / Listings
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Programs You Should Have
Description
Optional Programs
Here is a list of essential programs (or alternatives) you
should have if you are going to do marketing.
This is a list of optional programs to get if you need them.
They arenвЂ™t as important as the programs you should have,
they just might make you more efficient.
вЂў Microsoft Suite (Word, Excel, Powerpoint, Publisher,
Outlook, Picture Manager)
вЂў Free Alternative - Open Office
www.openoffice.org
вЂў Google Docs
http://docs.google.com
вЂў Most Popular - Adobe Acrobat Professional
www.adobe.com
вЂў CutePDF Writer - Free PDF Writer
www.cutepdf.com
вЂў Primo PDF - Free PDF Writer
www.primopdf.com
вЂў Graphics Editor (should have one)
вЂў Most Popular - Photoshop, or go for the cheaper
($99) Photoshop Elements; you can do almost
everything in it. www.adobe.com
вЂў MS Picture Manager (free with MS Office
Professional)
вЂў GIMP - Free Photoshop like devise
www.gimp.org/downloads
вЂў Adobe InDesign www.adobe.com
вЂў Microsoft Publisher - free with MS Office
Professional Suite
вЂў Create .eps files (for signs, large graphics)
вЂў Most Popular - Adobe Illustrator
www.adobe.com
вЂў PDF Generator
вЂў Advanced Layout
Online Graphics Editor (like Photoshop) - Free
вЂў Photoshop Express
www.photoshop.com/express
вЂў Splashup www.splashup.com
вЂў Pixlr
www.pixlr.com
вЂў Foto Flexer http://fotoflexer.com
вЂў Mapping
вЂў Bing Maps 3D http://bit.ly/osE8e
вЂў Google Earth
http://earth.google.com/
вЂў Free Alternative - Inscape (can save as .eps, but not
open .eps files. Can edit Illustrator files.
www.inkscape.org
вЂў Scan in Business Cards (creating database)
вЂў Cardscan - best one I have used - $150
www.cardscan.com
вЂў Transfer PDF to Word
вЂў OmniPage Scan - Best one I have used - $150
www.nuance.com/omnipage
вЂў Some PDF - Free alternative
www.somepdf.com
вЂў Create 3D Buildings - for more advanced users
вЂў 3dvia Create 3-d buildings for the Microsoft Maps Free www.3dvia.com
вЂў Google Sketch-up Create 3-D buildings - Free
http://sketchup.google.com/
вЂў File Extension Viewer
вЂў IrfanView - view AutoCad, PhotoShop, Illustrator and
other file formats - Free
www.irfanview.com
вЂў Create Video from Pictures
вЂў Photo Story 3 (Microsoft) http://bit.ly/1zcCCK
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Useful Web pages
Description
Here is a list of useful web pages.
CBC Sites & Tools
Blueprint
www.cbcblueprint.com
Worldwide
www.cbcworldwide.com
Blog
www.wordpress.com
Image Resizer - Free
http://rsizr.com/
State & County Property Tax Assessor Links
www.realmarketing.com
http://publicrecords.netronline.com
www.propertyassessmentdirectory.com
People Look-up - Free
www.addresses.com
www.anywho.com
www.whitepages.com
www.yellowpages.com
www.spock.com
High Resolution Logos - Free
www.brandsoftheworld.com
www.logotypes101.com
Free Web Hosting (At Space)
www.atspace.com
Free Web Meetings (VYEW)
http://vyew.com/site
Upload Large Files to Send - Free
Nakido
You Send It
www.nakido.com
www.yousendit.com
Covert File to Another Format - Free
www.zamzar.com
Online Classified Ad Creator - Free
www.postlets.com
Stock Photos (free or cheap)
List of Stock Photo Sites
Stock Xchange - free
Flickr - free
iStock
Can Stock Photo
Dreamstime
www.bluevertigo.com.ar/bluevertigo.htm
www.sxc.hu/
www.flickr.com
www.istockphoto.com
www.canstockphoto.com
www.dreamstime.com
Commercial Real Estate Forms
http://bit.ly/hyknw
Virtual Tours
www.tourvista.com
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Identity Standards
CBC Logo Usage
Description
Description
The Coldwell Banker CommercialВ® organization has created a
series of identity standards for every affiliate to follow regarding
the use of logo, signs, advertising, etc.
The CBC logo should be on everything your
firm utilizes: website, letterhead, fax cover sheet,
memo, signs, business cards, internal business signs,
announcements, advertisements and flyers.
Value
In order to establish and maintain international brand
recognition, it is imperative that each Coldwell Banker Commercial affiliate in every marketplace adhere to the exact and
correct use of the brandвЂ™s service marks,
trademarks and logos.
Execute
If you do not have a printed copy of the Identity Standards
Manual in your office, please call the Coldwell Banker
Commercial Headquarters at 1-800-222-2162,
or download the PDF version from Blueprint. Periodically check
to see if you have the most up-to-date version as new standards
are constantly, being added.
www.cbcblueprint.com
вЂ” Library
вЂ” ID Standards
Value
The CBC logo is a widely recognized logo in the
commercial real estate business. The power of our brand
has global reach. The use of the CBC logo also creates the
illusion that your firm is larger than a вЂњone-office small
shop.вЂќ
Execute
Some general rules of using the logo include:
вЂў If it is used on a background other than white, it must
have a white border around it as shown below.
вЂў It should not be used without your designated
company name. The company name should be ALL
CAPS, Book Antiqua Font, and not larger than the C in
the bug and the L in Commercial.
вЂў Please see the identity standards for further instructions.
Download CBC logo
www.cbcblueprint.com
вЂ” Library
Identity Standards
Manual
Identity Standards For Franchisees Of Coldwell Banker Commercial
Affiliates and Franchisees Outside Of The United States
Revision Date: 08/09
3D Logo Option
The CBC logo is also available as a 3D version. The 3D
version follows similar rules to the tradtional logo with a
few exceptions listed in the Identity Standards Manual.
Download CBC 3D logo
www.cbcblueprint.com
вЂ” Library
Templates
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Description
A series of templates have been created for affiliates to use and are available through the Blueprint Tools.
Templates
Value
Execute
When trying to create a marketing splash, it is
important not to waste time trying to reinvent the wheel. We
make your job easier by having relevant documents stored in
one central location. Using templates also creates a uniform
look among all Coldwell Banker CommercialВ® offices.
Sample Templates Available:
вЂў PR
вЂў Advertising
вЂў Flyers
вЂў Fax/ Memo
вЂў Available Properties
вЂў Case Study
вЂў Branding Templates
www.cbcblueprint.com
вЂ” Tools / Template Center
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Stationary: Xpressdocs Business Cards
Description
Xpressdocs is the leading provider of printing
services and marketing solutions for the real estate
industry. Xpressdocs can assist with your branded marketing
materials.
Value
The Coldwell Banker CommercialВ® organization has a strategic
alliance with Xpressdocs offering national volume discounted
pricing.
вЂўP
roducts and online services for all marketing,
prospecting and self-promotional needs
вЂўC
ompliant with brand standards including color logos and
award designations
вЂўP
remiere customer service representatives who know your
business and are dedicated to serving you
вЂўE
asy ordering via phone, fax or online. Online ordering
offers speed and greater accuracy. Order goes directly to
production, saving up to 3 days in delivery.
вЂў Fast turn-around time
вЂўP
roducts include: Business cards, stationery, note cards,
marketing brochures and postcards, and
recruiting tools. Other services include: mailing,
personal marketing and bulk purchases.
Execute
www.cbcblueprint / Tools / Xpressdocs
Description
Everyone knows what business cards are, we use
them every day to generate new contacts. One of
the first things you should do when affiliating with
the Coldwell Banker CommercialВ® organization
is to have your business cards created.
Value
By following the ID Standards set by the Coldwell
Banker CommercialВ® organization, when you hand out
your business cards, clients will know that you are
with the Coldwell Banker Commercial organization
and will have instant brand recognition. It doesnвЂ™t
look professional if you have business cards with old
contact information, and have written your new contact
information on the back. Make sure everyone within your
company has the same look to their business cards.
Execute
Business cards can be ordered through Xpressdocs.
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14
COLDWELL BANKER
COMMERCIAL Office
Signs
Description
An office sign creates a welcoming atmosphere for your clients
and gives them the confidence of brand recognition.
Value
By having standards for office signs, we create a message in
the marketplace that although we are individually owned, we
are united by our вЂњOne VoiceвЂќ message. If you walk into one
Coldwell Banker CommercialВ® office, it should have the same
welcoming atmosphere as the next.
COLDWELL BANKER
COMMERCIAL
Property Signs
_____
Execute
The Coldwell Banker CommercialВ® organization has
strategic alliances with many sign companies:
Aztec Marking Company, Inc. 800-835-2548
Barlo Signs 800-227-5674 x356
Dee SignВ® Company 800-DEE SIGN
Lowen Sign Company 800-545-5505
Oakley Signs and Graphics 800-373-5330
Reichert Signs 800-513-9199
Reprographics 800-777-3776
Sign Experts 800-874-9942
You can download all the sign templates including
3D logo versions from the Blueprint Library in Adobe
Illustrator format to send to your sign vendor.
If you donвЂ™t use one of these listed companies, be sure
to review the ID Standards for Signs.
www.cbcblueprint.com
вЂ” Library
вЂ” ID Standards
вЂ” Sign Templates
OFFICE IDENTITY вЂ” OFFICE SIGNAGE
Reproduction of the Office Signage
ALTERNATE EXTENDED FORMAT
Description
One of the most effective ways to promote buildings
for sale or lease is with a building sign. Building
signs attract potential clients that otherwise might
not be reached. If you have current listings with your
previous affiliation, it is important to change the
signs to Coldwell Banker Commercial brand signs.
Otherwise, you will be sending mixed messages to the
marketplace.
Value
ASPECT RATIO
Signage Size: 60" x 8.75"
(142 Grid Units to 21 Grid Units)
IMPORTANT NOTE:
These displays are for demonstration only. The Scaling
Grid provides the correct size and spacing relationships
for all elements of the Mark. All measurements are in Grid
Units.
A correct Mark is 21 Grid Units in height and 142 Grid
Units in width. The correctness of the aspect ratio may
be verified by measuring the height of the field and
multiplying it by 6.7619. The result should equal the
width.
The grid should never be reproduced as part of the
signage or the Mark!
Scale 1/8"
DBA Letter height is 2 Grid Units.
Disclaimer height is 1 Grid Units.
PROPERTY SIGNS
Standard
01/2005
31
ONE-LINE COMPANY DBA
TWO-LINE COMPANY DBA
48"x48"
Colors: Coldwell Banker Commercial В® Blue & Black
on White Background.
Commercial signs are available in 24 gauge steel,
.090 Polyethylene and 10 mil corex plastic.
Scale 1/8"
48"x48"
Colors: Coldwell Banker Commercial Blue & Black
on White Background.
Commercial signs are available in 24 gauge steel,
.090 Polyethylene and 10 mil corex plastic.
Scale 1/8"
In order to create a uniform appearance, the Coldwell
Banker Commercial brand has created standards for
building signs. Also, property signs are a great form of advertising. The more building signs you have up, the more
your firm is recognized as an industry leader.
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15
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public relations
Generating PR is one of the first things your company
should do after affiliating. In this section, we will
provide you with the tools for effectively generating
PR to publicize your office.
1. Step-By-Step Guideline for PR
2. New Company PR
3. Press Releases & Media Alerts
4. вЂњHotвЂќ News and вЂњNotвЂќ News
5. Social Media & Online Blogs
6. Opening Event
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16
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A STEP-BY-STEP GUIDELINE TO PR FOR NEW
CBC AFFILIATES
ACTIVITY
Step 1: Establish your local image.
Step 2: Develop your own media relations tools.
Step 3: Create a list of media contacts.
TASKS
вЂўDetermine what sets you apart from competition.
вЂўCreate a mission statement that will provide the
undertone for your communication with the press.
вЂўBoilerplate for press releases вЂ” A boilerplate should
be used as the last paragraph of every press release
your company generates. It creates consistency of
message, and, in one paragraph, should describe key
facts about your company and your company mission.
вЂўPress Kit вЂ” Create materials for a press kit including:
1. Fact sheet: one-page description of your company
2. Biographies: background on key personnel
3. Services fact sheet: brief overview of the services
your company provides
4. Press releases: news about your company
вЂў Call your local real estate editors. CBC
can assist you with identifying these people.
вЂў Update the list every six months.
Step 4: Establish positive relationships with
your local media.
вЂўAnnounce your affiliation with CBC to your list of
contacts; invite local media to your office opening
event.
вЂўCultivate relationships with editors the same way
you would a business contact. Send them a press kit
and follow up. If you have big news, take an editor to
lunch!
Step 5: Continue to distribute press releases
about your company.
Step 6: Merchandise publicity!
вЂўWhenever there is news to report, e-mail or fax
a press release to your media list.
вЂўWhenever you secure coverage on your office, create
a binder of the press clippings or get reprints for
display; consider framing really
great stories for your office.
_____
17
_____
New Company PR
Description
Corporate can assist you with your PR efforts when you first join the CBC organization. The вЂњPress Release PreparationвЂќ form should be
filled out by new affiliates.
Press Release Preparation / New Affiliate FormВ В Please send completed form to Coldwell Banker Commercial,
ASAP to: PR Dept.
help@cbcworldwide.com or Fax 973-407-6615;
DATE
______________________________________________________________________
NEW AFFILIATE CBC NAME __________________________________________________
PREVIOUS COMPANY NAME _________________________________________________
ADDRESS & PHONE ___________________________________________________________
______________________________________________________________________________
NAME OF PRESIDENT _________________________________________________________
ACTIVATION DATE (TENTATIVE) ______________________________________________
COMMERCIAL SPECIALTIES ___________________________________________________
NUMBER OF BROKERS IN AFFILIATE ___________________________________________
INDUSTRY AFFILIATIONS, MEMBERSHIPS ______________________________________
______________________________________________________________________________
NUMBER OF YEARS OF COLLECTIVE EXPERIENCE ______________________________
CLIENT LIST __________________________________________________________________
RECENT DEALS OVER $10 MILLION ONLY ______________________________________
________________________________________________________________________
PLEASE ADD ANYTHING ELSE YOUвЂ™D LIKE PUBLICIZED RELATIVE TO THE AFFILIATION
(a quote about how pleased you are; what the CBC brand means to your business)
________________________________________________________________________
Value
________________________________________________________________________
Completing the вЂњPress Release PreparationвЂќ form
streamlines the process so that corporate can assist you
in generating PR for your firm. Corporate will generate a
press release that will be sent to the national real estate
publications. This form will also generate the information
needed to create press releases at your local level and can
be used as the foundation for your companyвЂ™s web text.
Execute
В Fill out the вЂњPress Release PreparationвЂќ form located in the
beginning of your вЂњNew Affiliate Binder.вЂќ Send the form
back to help@cbcworldwide.com; attention PR Dept. A
representative from our PR Dept will call you to confirm and
get any additional information necessary.
_____
18
_____
Press Release
Description
A press or news release is the main PR tool to describe the news youвЂ™re promoting. A release is written in journalistic style and should
be written so that an editor can take the release and publish it without making significant changes.
вЂў T o the point: The release should have a direct and clear-cut headline.
вЂў T op Heavy: Start with a first paragraph that includes a summary of all the important facts. If you look at a newspaper, youвЂ™ll notice
that you can get the entire gist of the story through the headline and first paragraph.
Subsequent paragraphs should provide details.
вЂў J ust the Facts: Include relevant facts and be articulate and accurate.
вЂў T hird Person: Press releases should always be written in the third person.
Sample Press Release Template
NEWS RELEASE
CONTACT PERSON
PHONE/E-MAIL
COLDWELL BANKER COMMERCIAL DBA ANNOUNCES RECORD BREAKING YEAR FOR
SALES
City, State, Date вЂ“ Coldwell Banker Commercial <DBA> today announces a record setting year
for transactions in 2007. In fact, the companyвЂ™s sales increased by an astonishing 56% from the
previous year. Positive word of mouth about the company in regional publications as well as a
continued focus on providing the best in customer service, are the keys to the companyвЂ™s continued
success in a competitive industry.
According to SPOKESPERSON, вЂњWe are delighted to have had such an incredible year in sales.
The commercial real estate industry has always been first and foremost a people business and
we must continue to respect the needs of our customers, listen to their feedback and implement
the processes that will provide the best personal service. This will enable us to continue to grow
upon all our current successes.вЂќ
About Coldwell Banker Commercial <DBA>, Inc.
Include boilerplate information about your office.
Value
Execute
вЂўNews coverage increases the visibility of your office in your
market вЂ” and itвЂ™s free
вЂў Editorial coverage is a third party endorsement
вЂўN
ews coverage can tell a whole story where advertising
focuses only on a вЂњmessage.вЂќ
вЂў It is a powerful way of reinforcing
CBC brand awareness
How do I get news coverage about my office?
вЂў Be proactive and contact the press
вЂўK
eep things in perspective and send quality news stories
to the media. While all of your officeвЂ™s progress or success
is great for your business, it may not all be newsworthy.
Think about it from a reporterвЂ™s point of view.
Use the Sample вЂњFill-in-the-BlankвЂќ Press Releases, located on
Blueprint
www.cbcblueprint.com
вЂ”Library
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19
_____
Media Alerts
Description
Media alerts are another effective way of quickly spreading the word, particularly if you are hosting an event.
Sample Media Alert Template
Value
Execute
A good media alert is a one-page вЂњcall to actionвЂќ document
that presents just the facts: who, what, where, when and
why.
Issue a media alert a few days before the event, either by
e-mail or fax. DonвЂ™t forget to include directions to your event
(particularly useful for broadcast outlets).
Use the Sample вЂњFill-in-the-BlankвЂќ Press Releases, located on
Blueprint
www.cbcblueprint.com
вЂ“ Library
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20
_____
HOT NEWS & NOT NEWS:
Below is a list of items the media will consider important enough to cover and worthy of a press
release. Consider the following:
HOT NEWS:
New CBC Affiliation: if youвЂ™re a new affiliate to the
Coldwell Banker Commercial organization, announce the
affiliation to local press; include why you joined.
Notable Transactions: any major transaction that
your company has closed or won (typically $1 million
and above).
Personnel appointments: promotions, new hires.
Company or sales professional extracurricular
involvement: community service, a concerted effort
to work with local charities or events, speaking at or
joining a professional society, etc.
Introduction of new programs: such as the
launch of new marketing programs and campaigns; or
a new service line.
Awards: company and sales associate awards from
Coldwell Banker Commercial or from other real estate
and community organizations.
Office achievements: such as quarterly sales
volume or number of transactions.
NOT NEWS:
Yearly anniversaries of office openings. Only significant
anniversaries (5, 10, 20 years, etc.) should be
announced.
If a CBC professional closes their first deal (this
is internal company news).
Exiting employees (could be perceived as negative).
Inconsistent volunteerism вЂ” Any professional or broker
that doesnвЂ™t participate on a regular basis with the
organization.
When you receive new programs from Coldwell Banker
Commercial. (ItвЂ™s only news when you put the item into
action or when you can report results of the program or
promotion).
Make sure your competition hasnвЂ™t placed higher
in a particular category.
Watch out for low numbers вЂ” use percentages
in case actual numbers вЂњsoundвЂќ low.
Make sure that when you state your numbers, they are
higher than the last set of numbers you released.
DonвЂ™t вЂњbashвЂќ or name the competition вЂ” be positive
about your success.
_____
21
_____
Social Media & Online Blogs
Description
Social Media is conversation online. Sites such as LinkIn,
Twitter and Facebook are currently the forerunners.
Value
Social Media is here, and it is taking over traditional
marketing campaigns. It is important to incorporate Social
Media into your marketing plans.
Execute
You donвЂ™t have to be on all the sites, but choose one or two
to have a presence on. These sites arenвЂ™t meant for hard
selling, they are meant for developing relationships. You
can use them to become known as subject experts.
Download the compete How to Use Social Media for
Business from Blueprint / Library / keyword: вЂњSocialвЂќ.
An example of an affiliate with a blog is:
An affiliate with an Online Blog is: Michael Levinson of
Coldwell Banker Commercial NRT in Pittsburgh. You can
check out his site:
http://pittsburghcommercialrealestate.wordpress.com/
If you do a Google search: вЂњcommercial real estate, hill
district, PittsburghвЂќ; his blog shows up #1 (changes daily).
You canвЂ™t buy search engine placement like that.
Execute
There are thousands of online blog sites available. One of the
most popular is www.wordpress.com. It is free and easy
to use. You can sign up and create a blog for your company.
Wordpress allows you the ability create as many tags as you
like for your blog to ensure optimal search engine traffic.
www.bloggers.com is another free site that is popular.
Whenever your company generates any PR: closes a deal,
hires someone new, or any of the aforementioned вЂњHot
NewsвЂќ, someone should post it on your companyвЂ™s blog site.
You can also вЂњre-purposeвЂќ information released by the
corporate office.
The key thing with blog sites is to continually edit or add
content so your site stays fresh and will get more search
engine optimization.
Take the test: Do a Google search for your company (use вЂњ вЂњ
Online Blogs
Description
A blog is a website where entries provide commentary or
news on a particular subject. A typical blog combines text,
images, and links to other blogs, web pages, and other media
related to its topic. The ability for readers to leave comments
in an interactive format is an important part of many blogs.
Value
An online blog is a cost-effective, easy way to generate
search engine traffic about your company. They can be
maintained in a matter of minutes.
Several affiliates already take advantage of Online Blogs.
Coldwell Banker Commercial Trademark Properties, NC,
takes full advantage of blogs and their information is posted
through-out the web.
to limit your search) and see how high your website shows up;
or what else shows up about your company. Create a blog
site for your company, posting anything pertaining to your
company. In about two or three days, do a Google search for
the topic you blogged about...you should have a high search
engine placement. It is as simple as that.
Then, take it a step further and send your blog to your clients,
especially when you close a deal with them and encourage
them to comment or follow your blog.
_____
22
_____
Opening Event
Description
Opening Events help new companies generate awareness in
the business community.
Value
An opening event is great PR to let clients and business
communities know that you have joined CBC, and what your
company is about. It provides a chance to reach your clients
on a more intimate level.
Execute
Event Suggestions
вЂў Banquet
вЂў Amusement Park Picnic
вЂў Outdoor Event вЂ“ Concert, Show
Date/Time Selection
вЂў Allow plenty of time for preparation. If possible,
plan the event 3-4 weeks in advance.
вЂў Avoid holding the event on the weekend or a major holiday.
вЂў Determine the type of special event you will conduct.
Morning functions, for example, will have an entirely
different atmosphere and style than an evening cocktail
reception. Luncheon gatherings usually
require food and beverage.
вЂў Avoid late evening functions. Few people will want
to go home to change clothes and go out again.
вЂў Morning events should begin no earlier than 8am.
вЂў вЂњSoft OpenвЂќ your company first, donвЂ™t hold an opening
event on the first day your doors open.
Who to Invite
вЂў Current, past and potential customers
вЂў Friends and family along with your employeesвЂ™ families
вЂў Media
вЂў Anyone who helped you get started: bankers, lawyers,
architects, advisors
вЂў Neighboring business people
вЂў Chamber of commerce staff members
How to Invite
вЂў Send out a Save-the-Date in advance to give
attendees a вЂњheads up.вЂќ
вЂў Include all critical information in your invitation:
who, what, where, when, why.
вЂў Be sure your contact database is up to date before sending
the invite.
вЂў Always have a way of confirming attendance so you can
plan food & drink requirements.
вЂў Send a follow-up or reminder e-mail when the date
gets closer.
Planning
вЂў A brief program will add focus to your event.
вЂў Check with the town if you plan to hang banners or have
any extravagant outdoor decorations or activities.
вЂў Plan for the media - have press kits available.
вЂў Have a backup plan for bad weather, such as moving
indoors or to a local restaurant/hotel.
вЂў Consider having a door prize or raffle to lighten the
business atmosphere and increase enjoyment.
вЂў As a rule, no ceremonies should run past 15 minutes, and
10-15 minutes is ideal.
вЂў Limit the number of speakers and length of their speeches.
вЂў Only introduce those people who need to be introduced
rather than acknowledging everyone in attendance.
вЂў Conclude the event with a ceremonial or symbolic activity
to let the guests know the program is over.
вЂў Send thank you notes to all who helped you arrange or
participate in the event. A thank you in the local paper to
all attendees may also be appropriate.
_____
23
_____
advertisements,
marketing
materials &
e-mail campaigns
It is important for new companies to create marketing
materials that are consistent and relevant to your firm.
The following items should be considered:
1. Advertising Campaign
2. Regional Advertising
3. Online Advertising Directories
4. Flyer Creation-e-Presentations
5. Announcements/Direct Mail
6. Company Collateral
24
_____
_____
Advertising Campaign
Description
Value
Your company should develop an Advertising Campaign. An
advertising campaign is a series of advertisement messages
that share a single idea. Advertising campaigns appear in
different media across a specific time frame.
The value of an Advertising Campaign is to hit the masses. A
targeted message such as an Ad speaks to your clients and
asks them to take action (call you to list their property, view
your website, respond about a property)
Before you advertise in any medium, consider the region
your office is in and your competitive position. What sets
your office apart in your market? What are the key benefits
of your services? Advertising shouldnвЂ™t focus on features but
on the benefits of what your product or service will do for
your customers.
Execute
The CBC National Advertising Campaign is designed to be
flexible and broad enough that CBC affiliates can take the
brand ad templates and create similar looking ads within
your own marketplace.
Apply the following criteria to test the effectiveness of your
advertising message:
1. The ad states a single message.
2. The ad evokes a specific, acute emotion.
3. The ad is being presented in a space where it will likely be
noticed.
4. The ad has a вЂњcall to action,вЂќ such as вЂњcontact our office
now.вЂќ
Download the advertising templates from
www.cbcblueprint.com
вЂ” Library
The ad templates are available in a variety of formats
including Adobe InDesign and Microsoft Publisher.
Be creative and effectively consider your target audience:
where they live, work and play, etc.
** If you need assistance, the Coldwell Banker Commercial
marketing team offers assistance with copy writing,
layout, and final output.
National Campaign
Affiliate
Adaptation
A COLLABORATIVE SUPPORT SYSTEM
NATIONAL KNOWLEDGE, ADAPTING LOCALLY
JUST ONE ELEMENT OF SUCCESS.
Sometimes, standing tall requires plenty of collaboration and support. ThatвЂ™s why it helps to have the vast global
reach of the Coldwell Banker CommercialВ® system behind you. By providing unmatched resources to our local offices
and empowering them to make independent decisions, we help eliminate the obstacles that stand in the way of your
success. For the backing of a powerful national presence and the agility of a local market innovator, put your trust in a
Coldwell Banker Commercial professional.
ACCELERATE SUCCESS SM
www.ColdwellBankerCommercial.com
В©2007 Coldwell Banker Real Estate Corporation. Coldwell Banker CommercialВ® is a registered trademark licensed to Coldwell Banker Real Estate Corporation.
An Equal Opportunity Company. Each Office Is Independently Owned And Operated.
CBC_RealShareCG_Ad8.5x11.indd 1
12:04:39 PM
JUST ONE3/14/07
ELEMENT
OF SUCCESS.
The real estate professionals at UNITED REALTY recognize that Fayetteville is a developing marketplace: the population is growing
and the service industry is expanding. Our affiliation with Coldwell Banker CommercialВ® (CBCsm) presents UNITED REALTY with
a perspective on the commercial real estate climate in markets nationwide, giving us the knowledge necessary to help clients adjust to
change. But because each CBC office is independently owned and operated, we will still offer the same level of exceptional service our
local clients expect from us.
SELLING/LEASING
Commercial bldgs
Industrial bldgs
Office Space
Retail Space
Commercial Land
Industrial Land
Retail Land
SPECIALIZE IN
Short Term Investments
Long Term Investments
1031 Tax Deferral Investments
Land Partitioning
Property Management
Selling Entire Residential Subdivisions
(developed and undeveloped)
www.cbcur.com
(910) 483-9420 Main Office
UNITED REALTY
В© 2007 Coldwell Banker Real Estate LLC. Coldwell Banker CommercialВ® is a registered trademark licensed to Coldwell Banker Real Estate LLC.
An Equal Opportunity Company. Each Office is Independently Owned and Operated
_____
25
_____
Regional Advertising
Description
Execute
Regional advertising is the concept of collaborating
with other Coldwell Banker CommercialВ® affiliates in your
overall marketplace to share the cost of advertising.
Find offices near your marketplace by doing an office search
on www.cbcworldwide.com. Contact them for potential
collaboration. Locate a newspaper, magazine, or trade
magazine that covers the markets of everyone involved and
create an ad that works for each of your firms. It can be as
simple as listing your combined services or areas served.
Value
Pooling ad dollars and resources together has significant
value including:
вЂў Increased exposure
Download the advertising templates from
www.cbcblueprint.com
вЂ” Library
вЂў Significant cost savings
ollaboration with other offices can generate
вЂўC
business between the offices
**If you need assistance, the corporate marketing team
offers assistance with copy writing, layout, and final
output.
CBCВ® has California Covered
COMMERCIAL REAL ESTATE SOLUTIONS MADE SIMPLE
PROUDLY SERVING CALIFORNIA
PRO
PROUDLY SERVING NORTH CAROLINA
Charlotte
Raleigh, Durham, Chapel Hill
Coldwell Banker Commercial MECA Brokerage
704-971-2000
www.ColdwellBankerCommercialMECA.com
Coldwell Banker Commercial TradeMark Properties
919-782-5552
www.TradeMarkProperties.com
Fayetteville
Wilmington
Coldwell Banker Commercial United Realty
910-483-9420
www.cbcur.com
Coldwell Banker Commercial Sun Coast Partners
910-350-1200
www.CBCWilmington.com
One of
o the largest commercial real estate brokerage
organizations in the world, the Coldwell Banker
organ
CommercialВ® System (CBC), is committed to providing
Com
exceptional commercial real estate services for all
excep
property types and service lines.
prope
CBC iin California:
вЂў Ove
Over 600 professionals
Covering over 30 markets
вЂў Cov
Closed over 2,400 transactions (7/06-6/07)
вЂў Clo
Visit ColdwellBankerCommercial.com to locate a professional today.
ACCELERATE SUCCESS SM
www.ColdwellBankerCommercial.com
В©2007 Coldwell Banker Real Estate Corporation. Coldwell Banker Commercial is a registered trademark licensed to Coldwell Banker Real Estate Corporation.
An Equal Opportunity Company. Each Office is Independently Owned and Operated.
В®
ACCELERATE SUCCESS SM
www.CBCWorldwide.com
В©2007 Coldwell Banker Real Estate LLC. Coldwell Banker CommercialВ® is a registered trademark licensed to Coldwell Banker Real Estate LLC.
An Equal Opportunity Company. Each Oп¬ѓce is Independently Owned and Operated.
_____
26
_____
Online Advertising Directories
Description
There are many online or print directories such as Yellow
Pages that allow you to be listed for free. It is important to
make sure your firm shows up in these directories.
Value
The value of using these directories is simple: free exposure.
Most of these guides offer business listings at no cost, so
the only cost to you is the time it takes to put your business
listing in them. There is no reason not to have your business
listed. Putting your company in Online directories also
gives you better search engine optimization. Plus, if you are
meeting with a client, they may call directory assistance for
directions.
Execute
The following chart can assist you to make sure your
company is listed properly.
Internet Sites
SuperMedia is the nation's most advanced Internet Yellow Pages, with more than 17 million U.S. businesses.
EXECUTE - http://www.supermedia.com/business-listings
Super Media also sends listings to: Superpages.com, Switchboard.com, LocalSearch.com,SuperTradeExchange.
com, SuperGuarantee.com, ShieldPower.com, DirectoryStore.com, Verizon Yellow Pages
Yellow Book is an online search engine to locate businesses or people by name, category, phone number, or
distance. EXECUTE вЂ“ www.yellowbook.com
Yellowpages.com is a wholly owned subsidiary of AT&T that offers searchable directory listings of businesses.
EXECUTE- www.yellowpages.com, click advertise with us. Also sends to Anywho.com
* Must contact local Yellowpages to be added to print version
Google Places is the driver of the Google Maps platform. List your company on the #1 search engine.
EXECUTE- www.google.com/places
Google+ aims to make sharing on the web more like sharing in real life. TheyвЂ™ve added company pages.
EXECUTE - https://plus.google.com/
YELPвЂ™s purpose is to connect people with great local businesses.
EXECUTE - https://biz.yelp.com/signup/
FacebookвЂ™s mission is to give people the power to share and make the world more open and connected. It has
more than 800 million users. Without doing anything else, you can list your business on the site.
EXECUTE - http://www.facebook.com/pages/create.php
LinkedIn as over 135 million members, and is the place where professionals connect. Make a company page,
and make sure your employees link their profile to your company page.
EXECUTE - www.linkedin.com/company/add/show
Magic Yellow is an online business search engine searchable by name, keyword, or location. Provides the business
name, address, phone number, along with reviews from other users.
EXECUTE - http://www.magicyellow.com/Add_Your_Business.cfm to add your business listing for free.
Bing also lists business on their maps.
EXECUTE - http://www.bing.com/businessportal
Yahoo! Local is a search engine to locate businesses. It gives the names and phone numbers of local services and
businesses, and also shows information related to them.
EXECUTE - http://listings.local.yahoo.com/ Click on Sign Up.
Citysearch is the essential local guide for living bigger, better and smarter in your city. Covering more than 75,000
locations nationwide. Citysearch partners with a variety of other sites.
EXECUTE - http://www.citysearch.com. Must sign up for an account.
Local.com enables consumers to find local businesses, products and services. Its search engine and related
products deliver the industryвЂ™s most relevant search results. EXECUTE вЂ“ www.local.com, click Advertise with Us.
Best of the Web is a comprehensive directory of categorized websites, and is the internetвЂ™s oldest search engine.
EXECUTE - http://local.botw.org, add a business at the bottom.
Hotfrog is a place for you, the small business owner, to tell the world what you do differently.
EXECUTE - http://www.hotfrog.com
_____
27
_____
FLYER CREATION ВВвЂ” e-presentations
Description
Value
E-Presentations is a tool offered to Coldwell Banker
CommercialВ® affiliates that provides the ability to create
вЂњpush-button publishingвЂќ completely free of cost!
Generate Interested Client Lists with e-Presentations. You
can create a marketing campaign that allows you to not
only track who opened your email, but also track who clicks
through. If they click through, they are at least somewhat
interested. You can generate a report that shows the
interested parties, thus creating an instant вЂњwarmвЂќ client list
for you to follow up with.
A brief summary of the product:
вЂў Easily create marketing materials within minutes
вЂў Information automatically populates from CREST EDG/
Listings Manager
вЂў Download and print flyers or create blast e-mail
campaigns
вЂў Use when вЂњObtaining the ListingвЂќ to show clients exactly
how you will market their properties
вЂў Easily upload your contacts from Outlook, ACT or Excel
or copy/paste them into the program
вЂў Utilize templates that automatically link directly to your
listing on CBCWorldwide.com
вЂў Upload PDF files from your computer into Marketing
Packages
вЂў Wow clients with an e-book version of your piece
Execute
Enter your listing into CREST EDG, then go to
www.cbcblueprint.com
вЂ”Click on Tools
вЂ”Click on Epresentations
вЂ”Follow Instructions provided
Check out training webinars or download the Tips, Tricks &
Limitations document.
Recommended Templates:
вЂў Advertisements
вЂў Announcements
вЂў Property Flyers
вЂў Multiple Property
Templates
вЂў Recent Transactions
вЂў Postcards
вЂў Flash Templates
вЂў Biographies
вЂў Newsletter
_____
28
_____
Announcement/Direct Mail Campaign
Description
Value
When you first affiliate with the Coldwell Banker
CommercialВ® organization, it is important to do
an announcement campaign. This is a series of
announcements sent to your current clients, future
clients, industry leaders and competition. It can be either
incorporated into your advertising campaign, a direct mail
campaign (inexpensive postcards), or a cheaper electronic
campaign.
If you donвЂ™t tell the world, how will they know? People arenвЂ™t
mind readers. Yes, you know that you have joined the CBC
organization, but do your clients or competition know. By
sending it to your existing clients, they know how to reach
you for future business. It also reassures them that you are
still here to serve them; your companyвЂ™s name changed,
not the service. By sending it to your competition, they will
know that you are a new player in the marketplace. They will
understand that they need share their information with you
and you need to share information with them.
It is suggested that you do a three-pronged approach
1) YouвЂ™ve joined CBC
a. B
e specific as to why you joined: national
support, enhanced market knowledge, regional
collaboration, brand name, tools, etc.
b. Inform them that your service quality hasnвЂ™t
changed, only improved.
Then follow the first announcement with a second
announcement
2) Services you offer
a. New Services
b. Existing Services
Finally, send a third announcement
3) Professionals within your firm:
a. List of Brokers
b. Their specialty
c. Their contact info
When doing an announcement campaign, be sure to hit
current clients, potential clients, industry leaders and
competition. Marketing to one just isnвЂ™t enough. Also,
create your announcements with a similar look and feel.
Always include your firmвЂ™s contact information, website and
telephone number, a call to action and a clear message
statement.
** Stagger the campaign out, sending
an announcement every 3-4 weeks.
** Make sure your contact lists are
up-to-date before sending the
announcements. An announcement
campaign is only as good as the list
it is sent to.
Execute
www.cbcblueprint.com
вЂ” Click on Tools
вЂ” CBC Template Center
For Postcards: Xpressdocs
www.cbcblueprint.com / Tools / Xpressdocs
(Offers discounted rates on postcards)
_____
29
_____
Company collateral
Description
Execute
Collateral consists of marketing pieces that provide
information to your clients.
Through Xpressdocs, the Coldwell Banker Commercial team
offers several brochures for affiliates to order.
Value
The Capabilities Brochure (Client Services) is an 8-page
brochure that includes a back pocket for inserts and die cut
for your business card. The Capabilities Brochure is great to
use for prospective clients as a follow-up piece highlighting
the Coldwell Banker Commercial organization and what
separates us from our competition. It has recently been redesigned.
Collateral is an easy way to leave behind important
information about your company, capabilities and the
Coldwell Banker CommercialВ® organization. It allows the
client to read the information on their own time. Collateral
can also be e-mailed or mailed to potential clients to help
win business.
A template has been created that can be downloaded from
Blueprint that will allow you to fill in your individual company
information in a format that matches the new design of the
Capabilities brochure. www.cbcblueprint.com / Library / type
in Client. It is called: Client Services Brochure вЂ“ About Your
Company Template Page
Affiliates are encouraged to create their own collateral as
well. After all, each office has different client services. It may
also be helpful to contact other CBC offices near you to see
what collateral they are using, since there is no sense in recreating the wheel.
When creating your own piece, we ask that
you kindly e-mail the marketing team at
help@cbcworldwide.com for a quick
approval. Remember to follow ID Standards.
You can also reference the affiliate library which has various
samples created by affiliates all stored in one location.
www.cbcblueprint.com / Tools / Affiliate Library
_____
30
_____
web
Now that your company has handled
print materials, itвЂ™s time to consider the web.
1. Your CompanyвЂ™s Intranet Site
2. cbcworldwide.com
3. Brand your Site as CBC
4. Re-Market Your Listings
a. Re-market on CBC Website
b. Free Listing Sites
_____
31
_____
Your CompanyвЂ™s Intranet Site
Description
Execute
Blueprint is the Coldwell Banker CommercialВ® intranet site
that hosts many of the tools discussed throughout this
book. Only members of the CBC organization have access to
Blueprint.
www.cbcblueprint.com
Each company is offered a free вЂњprivateвЂќ intranet site on
Blueprint. Documents can be uploaded to the Library that
are relevant to your company and only you would have
access to; such as forms, deal documents, templates,
company PR or calendars.
Value
Intranet sites are extremely valuable to companies.
You can post necessary forms and documents that
can be downloaded from any location. The nature of
the real estate business is to be off-site dealing with clients.
Even if you are off-site, you can download the proper forms
to help you complete the deal. It is also
a central location to post News, Events or other
general company information that otherwise may
get lost when e-mailed.
* Make sure your company is set up in Blueprint. The
responsible broker of your company must take the initial
training in order to get a Super User account. This Super
User account is used to set up individual users
in Blueprint.
If your company isnвЂ™t set up, call the Help Desk at
1-800-222-2162 and they will be able to provide the
link for initial training.
TO SET UP YOUR INDIVIDUAL INTRANET
The person from your company that has administrative rights
can control what is entered into your individual intranet site
on www.cbcblueprint.com. There is also training available
on Blueprint regarding the individual company intranet site.
_____
32
CBCWorldwide.com
Description
One way to create a marketing splash is to have accurate profile
pages on www.cbcworldwide.com. A profile page is a brief
summary of your company, notable clients and transactions, a
list of professionals, etc.
Value
Whenever a client is searching for an office, they can click on
the office to get more information. If you donвЂ™t have accurate
information on your profile page, you may miss out on attracting
that particular client. The metrics of CBCWorldwide for 2008
that are listed below show why you should have a profile page:
Over 15,000 listings
Over 200,000 yearly visits
Over 1,000,000 annual page views
Execute
www.cbcblueprint.com
The Super User for Blueprint of each company must complete
the Office Profile Page located on Blueprint. Each individual
should also accurately complete their Profile Page in Blueprint,
since that info will show on www.cbcworldwide.
Also available is a mobile version of the national site that you
can download in the app stores (Android & Iphone) or go to
m.cbcworldwide.com
_____
Brand Your
Website as CBC
Description
A website is a place where you can easily store
information about your company. Large audiences
can access the information quickly and easily. Your
company should have a website. If you have a current
website with your previous affiliation, it is important to
change it to the Coldwell Banker Commercial brand.
Otherwise, you will be sending mixed messages to the
marketplace. If your company doesnвЂ™t have a website,
you should get one developed.
Value
In todayвЂ™s business world, it is essential to have a website.
Consumers donвЂ™t use telephone books to
get information, they head straight to the web.
Execute
Local Worldwide
Because you are part of the Coldwell Banker Commercial
organization, you have the ability for your site to mirror
the look and feel of
www.cbcworldwide.com, at no additional costs. We
have created a tool that simplifies the process of creating
a website.
Your company administrator can login to Blueprint and
use the Web Developer Tool. Your website will be hosted
on the national server.
For some tips on how to easily generate traffic to your site: Download the How to Generate
Traffic and & SEO for your website: Blueprint / Library / Keyword: Traffic.
_____
33
_____
Re-market listings Under your CBC DBA
Description
One of the most effective ways to market listings is to post
them on websites. Everyone is on the web seeking product.
If you have current listings with your previous affiliation, it is
important to change the listing information to the Coldwell
Banker CommercialВ® brand. Otherwise, you may be sending
mixed messages to the marketplace.
All of your listings should show on cbcworldwide. By entering
your listing into our CDX system, it is automatically pushed
to Listings Manager, cbcworldwide.com, Local affiliate sites,
commercialsource.com, Catylist, Realup and more.
Each property has itвЂ™s individual Property Website. The
individual property website includes tabs:
вЂў
Overview
вЂў
Exterior
вЂў
Interior
вЂў
Demographics (automatically populated)
вЂў
Financials (optional)
вЂў
Media (flyers, video, etc)
You can directly link to the web page which allows clients to
immediately e-mail the responsible broker for the property.
You can also send your listing directly in the e-mail body to
potential clients.
Value
cbcworldwide.com attracts 1 million property searches per
year. You have a better chance of hitting more clients if you
post your listings on as many sites as possible.
Execute
At the current time, CBC affiliates are required to enter
their listings into CREST EDG. CREST EDG is a tool that was
adopted from the residential side of the business; thus some
of the information isnвЂ™t relevant for commercial properties.
This is where Listings Manager comes in. Listings Manager
is an easy to use tool that allows such enhancements as the
addition of unlimited photos, attachments and streaming
videos.
Log in to CREST
https://crestedg.coldwellbanker.com/
вЂ” Listing for Sale вЂ“ Commercial TR
вЂ” Listing for Lease вЂ“ Commercial Lease
вЂ” Property Mgmt вЂ“ Commercial PM
Then go to:
www.cbcblueprint.com
вЂ” Tools, Listing Manager
вЂ” Manage Listing
вЂ” Select the Listing that
you want to edit
The more information you enter into one of these programs,
the better you listing will show to the public on itвЂ™s individual
property website on
www.cbcworldwide.com.
*If you donвЂ™t have your CREST login вЂ“ you must first be set
up by your companyвЂ™s data entry person into CREST (usually
Office Manager or Responsible Broker). Once you are setup, they will be able to e-mail your login, and the password
is вЂњpassword!вЂќ
One way to ensure complete data is to send your brokers
the вЂњListings Manager Entry FormsвЂќ located in the
Blueprint Library: keyword: Listing
Free Listing Sites
_____
Description
In addition to the sites CBC automatically pushes your
listings to, there are many sites that offer free listing for your
properties.
Value
The more exposure you get for your listing, the better the
opportunity you will have to sell / lease the property.
Execute
There are many local sites that you can list your property...
too many to mention here, but you can locate those local
sites and post your listings. Your listings donвЂ™t have to be on
all the sites, just the ones that work for you. Here is a list of
some of the national free sites:
CoStar вЂ” The industryвЂ™s most comprehensive commercial
real estate database with more than 2 million properties
representing more than 38 billion square feet of inventory
and over 760,000 for-sale and for-lease property listings.
Many people donвЂ™t know that although CoStar is a paid
service, it is free to list with them, you just have to call
in your listing. They always encourage new listings.
1-877-7-COSTAR, www.costar.com
LoopNet вЂ” LoopNet operates the largest and most heavily
trafficked commercial real estate listing service online with
more than 2.4 million registered members and 915,000
unique visitors monthly.
LoopNet is one of the easiest programs in which to enter
your listings. You can enter a free basic property without a
membership. www.loopnet.com
34
_____
Xceligent - A newer property listing site. Xceligent has
learned that the best way to understand the ever changing
market is to have their local Client Services teams in the
field every day. You can enter a free listing without a
membership. www.xceligent.com
CIMLS вЂ” The leading online commercial listing service with
unlimited property listings and national coverage for free.
www.cimls.com
Craigslist.com - Many real estate professionals are starting to
post their properties on Craigslist. You get a more localized
audience, and you reach potential clients that you may
have not thought of reaching. It is free to post to your local
Craigslist, and there are some sites that will automatically
build your craigslist ad.
www.craigslist.com and search for your local Craigslist.
Utilize www.postlets.com to generate Craisgslist templates.
Choose Your item вЂ” Offers a free listing service for
all commercial property types with up to ten photos
and around-the-clock editing availability.
www.chooseyouritem.com/recommercial
For Sale or For Lease - ForSaleOrLease.com is a privately
owned company dedicated to providing a low cost effective
way for property owners, brokers and agents to advertise
and market their available properties to nationwide buyers
and investors.
www.forsaleorlease.com
_____
35
_____
make your
presence known
to other
coldwell banker
commercialВ®
affiliates
As you meet other CBC firms, the opportunity
to cross reference your services increases.
This business is about sharing information,
collaborating and scratching each othersвЂ™ backs.
There are several ways to make your presence
known to other CBC affiliates.
1. Top Notable Transactions
2. Contact CBC and CB Residential
Offices Near You
3. Reach out to International Affiliates
4. Submit referrals within CBC
5. Join Specialty Practice Groups
6. My Network on Blueprint
7. Use BlueMail
8. Attend CBC Events
36
_____
_____
Top Notable Transactions
Description
The Top Notable Transactions Public Relations Program is a means of communicating affiliate announcements to industry-leading
news outlets and to educate prospective clients/affiliates about Coldwell Banker CommercialВ® organization accomplishments in the
local, regional and national marketplace. Affiliate achievements will be communicated to commercial beat writers at the Top 50
newspapers, business magazines and commercial trade/online publications. The Top Notable Transactions news advisory will highlight
the following affiliate announcements:
вЂў Closed sales/lease transactions of $1M or more
вЂў New or national assignments
вЂў Property management assignments
Top
Form
NewNotable
AffiliateTransactions
Form
Please fill out the following form to include your companyвЂ™s accomplishments in the monthly Top Notable Transactions
PR program. The transaction must have taken place within the last four weeks.
Each entry must be filled in completely or it will not be used.
TodayвЂ™s date: _________________
CREST TR # / Agreement # _________________________
Transaction type (check one):
Represented (check one):
Sale
Buyer
Lease
Seller
Property Management Assignment
Lessor
Lessee
Closing date: ________________________________
Name of seller or lessor: ____________________________________________________________
Represented by: ________________________________Company: _____________________________________________
Name of buyer or lessee: ____________________________________________________________
Represented by: ________________________________Company: _____________________________________________
Permission to publicize? Seller _________ Buyer_________ (both approvals are necessary to issue a press release)
Property type:
Office
Industrial
Retail
Land
Hospitality
Multi-Family
Details: (# of apartments if multi-family; what land will be used for if land; anchor stores if retail)
_________________________________________________________________________________________________
_________________________________________________________________________________________________
Address of property: ______________________________ City: __________________ State: ___________
Length of lease: __________________ Square footage: _____________________________
Amount of sale or lease ($1,000,000 minimum): ___________________________________
Coldwell Banker Commercial DBA: ____________________________________________
Address: __________________________________________________________________
City_______________________ State________________________ ZIP_______________
Contact Person: _____________________________________
Telephone: ______________________________ Email: ________________________________________
OPTIONAL DETAILS (attach separate page if necessary):
Value
вЂў
Provide a description or further information about your deal and its background.
Execute
_______________________________________________________________________________________________
_______________________________________________________________________________________________
By packaging affiliate news and distributing to targeted
Fill out the online form located atand send form back to
Send completed form and required attachments to:
media, the Coldwell Banker Commercial brand will maintain
on Blueprint / Tools
Coldwell Bankercorporate
Commercial
Attn: Tom Nolan
regular communications with top-tier media outlets, increase
www.cbcblueprint.com/cbc/tools/tnt.html
1 Campus Drive, Wing 2A
Parsippany,
NJ
awareness of the platformвЂ™s achievements and recognize
its
or 07054
mail to:
(973) 407-6615
tom.nolan@realogy.com
вЂњsluggers.вЂќ
1 Campus Drive, Wing 2A
В Attn: Marketing Department
Parsippany, NJ 07054
Or try the new electronic form found under
Tools on Blueprint.
_____
37
_____
Contact Coldwell
Banker Commercial
Offices near you
Contact Coldwell
Banker Residential
Offices near you
Description
Description
With over 200 companies across the US, there is a good
chance another CBC office is located near you, or near your
marketplace.
With over 4,000 offices across the US, there is a good
chance a Coldwell Banker residential office is located
near you, or near your marketplace.
Value
Value
Once you have located these offices near you; you can leverage
your needs, wants and haves vs. the other companyвЂ™s needs
and wants.
Coldwell Banker firms deal with clients that also have
commercial needs. If CB agents donвЂ™t know you exist in
their marketplace, they may be referring this business to
a competitor.
You may have a client looking for land, the other company may
have the land. Collaboration breeds business.
Execute
Search for offices in your area on www.cbcworldwide.com
Execute
Search for offices in your area on
www.coldwellbanker.com
Schedule a meeting with the local offices and
present your capabilities and services. Offer them
an easy-to-use referral system by creating a referral form
and a streamlined process.
_____
38
_____
reach out to international
Description
Execute
The Coldwell Banker Commercial organization is truly global
with presence in over 20 countries. DonвЂ™t forget about these
other countries when marketing your properties
www.cbcblueprint.com
вЂ” Library
вЂ” International Category on Left
вЂ” CBC Affiliate Directory
Value
You may have a property that will attract foreign buyers. By
reaching out to the international affiliates within CBC, they
may bring potential purchasers that you didnвЂ™t previously
have access to.
Map is available for download to use in presentations: Blueprint / Library / Keyword: вЂњInternationalвЂќ
or
Keyword: вЂњLocationsвЂќ for a US version
_____
39
SUBMIT REFERRALS
WITHIN THE CBC
ORGANIZATION
Description
The Coldwell Banker Commercial organization has a system in
place to submit referrals to affiliates.
Value
Part of the reason for joining the Coldwell Banker Commercial
organization is to receive referrals from any of the 200 offices.
Execute
Submit your referrals:
www.cbcblueprint.com
вЂ” Tools
вЂ” Referral Form
_____
Join specialty practice groups
Description
Coldwell Banker CommercialВ® (CBCВ®) organization
has formulated a series of Advisory Groups for various
property sectors throughout commercial real estate to
discuss emerging trends, identify best practices and
ultimately secure assignments and close deals. The
groups are: Office, Retail, Multi-Family, Industrial,
Investment, Property Management and Marketing (MAC).
Value
The value of a specialty group is everyone within the
group shares a similar interest. Plus, you can market your
properties through the specialty groups.
Execute
www.cbcblueprint.com
вЂ” Go to the Library Tab
вЂ” Click on the Special Practice Groups on left
All of the groups have specific membership criteria. fill
out respective form for the group you wish to join.
COLDWELL BANKER COMMERCIALВ®
INDUSTRIAL ADVISORY GROUP
MEMBERSHIP APPLICATION
After reviewing the specific qualifications for membership to the Industrial Advisory Group, please complete the following application
and submit along with a current resume or biography. Application and information should be sent via fax to Industrial Advisory Group
Membership at (866) 223-9325 attention: William F. Hinson. The co-chairs, Greg Barsamian and William Ostlund will review.
All membership applications will be reviewed by the specific Industrial Advisory Group and responded to in writing within 30 days of
receipt.
APPLICANTвЂ™S INFORMATION
Business Phone:
Fax:
Cell Phone:
Email Address:
Web URL:
Name:
Title:
Company:
Address:
City/State/Zip:
DESIGNATIONS
CCIM
SIOR
CRE
CPM
MEMBERSHIPS
MAI
CHB
CRB
RPA
Other_________________________
NACORE
IDRC
ICSC
NAIOP
Other_____________________________________
_____________________________________
Area of Expertise:
Industrial
Leasing
Sales
Tenant Rep
Specific Niche:
In order to qualify for membership, you must answer the questions below:
Do you possess three (3) years of Industrial brokerage experience?
Yes
No
Have you closed at least ten (10) Industrial transactions over the past two (2) year period?
Are you an active member of SIOR?
Yes
No
If no, are you planning on becoming a member?
Yes
No
Please provide list of major Industrial clients represented in the past two years:
1.
6.
2.
7.
3.
8.
4.
9.
5.
10.
MEMBERSHIP APPLICATION page 1 of 2
Yes
No
_____
40
_____
My Network on Blueprint
Description
Value
Blueprint offers the My Network system, which can be used
to locate other CBC professionals. It has more advanced
search features than those offered on the public website:
cbcworldwide.com.
You are trying to win business with a national client, however
you do not have an вЂњestablishedвЂќ relationship with them yet.
By using the My Network tool, you can do a search for that
client, and find a CBC professional who has a long standing
relationship with that client. Then, you can leverage that
relationship to get your foot into the door and win the
business!
Using My Network, Affiliates can:
вЂў Make connections with other CBC professionals
nable others to find you by completing your Blueprint
вЂўE
profile
earch for CBC professionals by their major clients,
вЂўS
specialties, languages, designations, and years of
experience
onfidently refer your client to an experienced professional
вЂўC
within the CBC platform
OR
You have a retail client that needs space in a market you
donвЂ™t cover. You can easily search for a qualified affiliate
in that location using My Network. Now, when you contact
that affiliate, you arenвЂ™t just randomly contacting an office
looking for the proper person that handles retail. It becomes
a вЂњwarmвЂќ call to that office.
Execute
www.cbcblueprint.com
вЂ” Go to the My Network Tab
вЂ” Make sure you fill out an accurate profile page,
as this is what drives the search capabilities of
My Network
_____
41
_____
BlueMail
Description
Value
Blueprint offers an e-mail system internal to Coldwell Banker
Commercial called BlueMail.
You are part of an organization with over 3,000 professionals.
By leveraging BlueMail, you can send targeted e-mails to get
your properties sold faster.
BlueMail allows affiliates to:
вЂў Distribute properties to the entire CBC network of
professionals.
вЂў Target your e-mails by specialty or state.
вЂў Send general text e-mails about haves / wants or other
announcements.
вЂў Send e-mails on behalf of another professional within
your company
Rules of BlueMail
The Coldwell Banker Commercial organization had similar
programs like this in the past that didnвЂ™t do so well. Affiliates
complained of receiving too many e-mails. When building
this tool, we took that into consideration, that is why each
professional is allowed 2 e-mails per month. They donвЂ™t roll
into the next month, if you donвЂ™t use your 2, they disappear.
It is also a great selling point to be able to tell your
clients that with the push of a button, you can reach
every professional with the Coldwell Banker Commercial
organization.
Execute
www.cbcblueprint.com
вЂ” Go to Tools
вЂ” Make sure you fill out an accurate profile page,
as this is what drives the e-mails within BlueMail.
Download the BlueMail FAQ: Library / keyword BlueMail
Download the Quick Guide: Library / keyword BlueMail
_____
42
_____
Attend CBC Events
Description
Value
There are various events that CBC affiliates can attend to
meet other CBC affiliates.
Attending these events provides valuable information that
you can share with clients, and it is a great opportunity to
network. Hand out plenty of business cards and let everyone
know that you have recently joined the CBC organization.
GCC вЂ” Global Commercial Conference
Regional Meetings вЂ” Events held throughout the year in
various locations to foster collaboration between CBC
offices.
ICSC вЂ” the major retail event held in Las Vegas, along with
smaller regional meetings held throughout the year
Execute
You can check for the dates on these events on:
www.cbcblueprint.com
вЂ”Events
_____
43
_____
miscellaneous
marketing
There are many other forms of marketing
that firms may not think about. The
following miscellaneous marketing
opportunities are covered in this section:
1. List of Your CompanyвЂ™s Professionals
2. External Professionals Database
3. Client Database
4. Comps Database
5. Market Data
6. Blue Book
7. Industry Events & Sponsorships
8. Promotional Items
_____
44
_____
List of your companyвЂ™s professionals
Description
Execute
This is a list of people that work
in your office. It usually contains:
вЂўName
вЂўTitle / Area of Specialty
вЂўContact Info: phone, e-mail
вЂўCompany contact info: address, phone, fax, website
Create it in Word or Excel format, one that is easy for your
competition to use for their own purposes. Have one person
control the content, so everyone isnвЂ™t changing the format.
Update it as necessary and re-send it to the competition
when changes are made. If itвЂ™s just a simple title change, no
need to re-send to everyone. If you have two new employees,
that would be a time to re-send the list.
Value
The value of having a professionals list is to send it to
competition so they can share information with your
team members. The real estate business is about sharing
information. If they have a property for sale, you may have
the client interested in that property and vice versa. If you
donвЂ™t maintain an up-to-date broker list, you or someone at
your firm may be missing out on valuable opportunities.
James Johnson
Senior VP Investments
(212) 555-5554
jjohnson@cbcworldwide.com
John Doe
Senior VP Retail
(212) 555-5553
jdoe@cbcworldwide.com
Jane Doe
Director Marketing
(212) 555-5552
jadoe@cbcworldwide.com
_____
45
_____
External professionals Database
Description
Jones Lang LaSalle
www.joneslanglasalle.com
An external professionals database is a list of people that
work for your competitors.
Lee & Associates
www.lee-associates.com
It usually contains:
вЂў Company
вЂў Address
вЂў Name
вЂў Title / Area of Specialty
вЂў Contact Info: phone, e-mail
вЂў Company contact info: address, phone, fax, website
Value
The value of having an external professionals
database is to:
вЂў Send properties to competition
вЂў Send announcements
The real estate business is about sharing information. If
your competition has a property for sale, you may have the
client interested in that property and vice versa. If you donвЂ™t
maintain an up-to-date broker database, you may not be
reaching all of your competition.
Execute
Create it in Excel, so it is easy to use and sort as necessary.
Have one person control the content, so everyone isnвЂ™t
changing the format.
The initial creation:
Start with the national real estate firms first. If these firms
are located in your market, contact them and ask for a list
of their professionals. Tell them why you want the list: to
share information. Be sure to send your company list to
them.
Coldwell Banker Commercial (other offices)
www.cbcworldwide.com
CB Richard Ellis
www.cbre.com
Colliers International
www.colliers.com
CRESA
www.cresapartners.com
Cushman & Wakefield
www.cushwake.com
Grubb & Ellis
www.grubb-ellis.com
Marcus & Millichap
www.mmreibc.com
NAI
www.naidirect.com
Newmark
www.newmarkre.com
Prudential Commercial
www.prudentialcres.com
Remax Commercial
www.remax.com/commercial/index.aspx
Sperry Van Ness
www.svn.com
Studley, Inc.
www.studley.com
Transwestern
www.transwestern.net
Once you have tackled all the national firms, move onto
smaller, local firms. It is important to get their contact
information as well. Sometimes these smaller firms have
brokers that are really engaged in the market. You can
easily find these smaller firms in the Yellow Pages or online.
e as thorough as you can when creating your database.
вЂўB
If a company gives information about specialties, be sure
to include it. It will come in handy when you are seeking
proper contacts.
вЂўU
pdate the database at least once a year, calling all firms
on the list for updated information. When you get their
updated list, forward your list as well.
** Note: I always get asked the question, should I purchase
a list. My answer is no. You donвЂ™t know how good the list
is and usually they have to be scrubbed anyway. If you do
purchase, make sure you check what you got.
_____
46
_____
Client Database
Description
A client database is a list of professionals your company has
worked with.
It usually contains:
вЂў Company
вЂў Address
вЂў Name
вЂў Title / Area of Specialty
вЂў Contact Info: phone, e-mail
вЂў Company contact info: address, phone, fax, website
вЂў What you know them from
вЂў Move in date (tenants)
вЂў Personal Information about them
вЂў Last Contact Date
вЂў Type of product that interests them (investors)
Value
The value of having a client database is to:
вЂў Send thank yous
вЂўG
enerate business
вЂў Send announcements
вЂў Maintain contact with your clients
вЂў Know what your clients are looking for
You shouldnвЂ™t think of only working with a client on a one-off
basis. That isnвЂ™t good business practice. Your clients should
be your clients for life. Sometimes maitaining simple
contact with your clients will bring in business just because
you are fesh in their minds.
Also, your clients know people as well. Your relationship
with a particular client can branch out to their circle of
contacts.
Execute
If you donвЂ™t have a contact management system such as
ACT or REA, create your client database in Excel, so it is
easy to use and sort as necessary. Have one person control
the content, so everyone isnвЂ™t changing the format.
Outlook isnвЂ™t the best program to use because only you
can see updates youвЂ™ve made. It is important to have a
shared client database within your company to generate
collaboration and to avoid duplicates. Your firm will not look
professional if two associates are contacting a client at two
different times, and neither of them knew the other was
talking to the client.
The initial creation:
et yourself a program called CardScan (www.cardscan.
G
com). This unique item allows you to scan in business
cards. It is fairly accurate and will save tremendous amount
of time.
Maintain your database. Get as much information as you
can, you never know what connection you may have with a
client. You should contact all your clients on a regular basis
in some format.
Some simple ways to maintain contact with your clients
include:
вЂў Newsletters
вЂў Thank You
вЂў Year Lease Anniversary
вЂў List of local restaurants near their new space
вЂў Holiday Messages or Gifts (not just for Christmas time)
вЂў Gift / Breakfast on Move-In Date
вЂў Buildings that sold near their building (investors)
вЂў Birthday e-mail
вЂў Deals you have closed
вЂў Interesting Sales / Leases in the market
вЂў Market info
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47
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Comps Database
Description
A comps database is a list of transactions that have
occurred in a particular market, over a certain time frame.
At the bare minimum, it should contain:
вЂў Building or Site Address
вЂў Size
вЂў Price
вЂў Date of sale or lease
such a group. Contact the local broker shops to see if they
would be interested in meeting. Everyone wins when the
information is shared.
Maintain your database. Get as much information as
you can on each transaction. Also, be sure to cite your
information, for info can be different from various sources.
If you can get the data, you should include the following
fields:
вЂў Buyer info
вЂў Seller info
вЂў Brokers Contact Info: phone, e-mail
вЂў Previous Sales of that building / site
вЂў Cap Rate
вЂў Lease Amenities
вЂў Lease Info
вЂў Sale Info
вЂў General Building data: Year built, # of stories, ammenities
Google Alert
Another good thing to do is set-up a Google Alert. A google
alert allows you to choose key words, then every day, will
update you as to what articles / websites it found based on
your search parameters. ItвЂ™s a good alternative to starting
a comps database.
Value
To set up your google alert: you need a free google account.
Once you have a google account, login to your account, click
вЂњMy AccountвЂќ, вЂњManageвЂќ under вЂњAlertsвЂќ.
The value of having a comps database is to:
вЂў Have a good working knowledge of what transactions
happen in your marketplace
вЂўK
now when leases may be expiring
вЂў Know the price since the last transaction
вЂў Know how much buildings are worth based on similar
characteristics
When setting up your account, choose any competitors in
your marketplace. Put quotes around their name to further
filter the results: вЂњCBRE, VAвЂќ. Or you can get more specific if
you choose.
Execute
Then, when you get a google alert, check to see if there are
any deals being announced. Record those deals into your
Comps Database. You may need to contact the broker for
more information, if they are willing to give it out.
If you are lucky enough to be in a market where Reis,
CoStar, Real Capital Analytics, LoopNet or Xceligent are
offered and you subscribe to such a service, start there.
These programs provide detailed comps about transactions
that occur in certain marketplaces. Realup also offers free
comps.
However, donвЂ™t rely on this data as being gold. The data
isnвЂ™t always accurate. ItвЂ™s important to maintain your own
comps database, that way, you can combine data from
these sites, and mix it with data you have extracted on your
own; whether talking with a client or with another broker.
Many times, if there are several people from different
companies doing research in a marketplace, they may
meet regularly to discuss comps, etc. If there isnвЂ™t anyone
meeting in your marketplace, you may want to start up
You can build as many Google Alerts as you like; searching
for your main competitors in your market.
Tax Records:
You can also use tax records when creating a comps
database. However tax records differ from state to state
and from county to county. Some will allow you to search
by recently closed, etc. Find your tax records at www.
realmarketing.com.
CBC Transaction Database
You can also utilize the CBC Transaction Database searchable database of over 140,000 transactions
completed by CBC professionals from 2000-present. Fill out
the form under Tools on Blueprint to submit your request.
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_____
Market Data (REIS)
Description
It is important for your company to have some form of
market data.
The Coldwell Banker Commercial organization has an
agreement with Reis, giving affiliates access to the tool.
Reis is one of the most trusted providers of impartial
commercial real estate information and analysis at the
metro, submarket and property level. Each affiliate company
receives a complimentary quarterly allotment to run Reis
reports:
вЂў Sales Comps (Buyer, Seller, Cap Rate, etc.)
вЂў Rental Comps (Rent, Vacancy, Expenses, Concessions)
вЂў Rent, Vacancy and Inventory Data
вЂў Market Reports
вЂў Sub-Market Reports
вЂў Trends & Economic Forecasts
вЂў Construction (Planned, Proposed and Underway
Projects)
вЂў Asset Advisory Report (encompasses many of the above
reports)
вЂў Also view the free Quarterly Briefings webinars or
Capital Market sessions
Win Potential Business with the Asset Advisor Report
The Asset Advisor is a comprehensive 60-page report
containing all metro, submarket, and property-specific
information Reis has on the address you enter. In most
cases this will include history and forecast information on
rent, vacancy, and concession data, class cut analysis at
the submarket and metro level, detailed new construction
projects, and a quarterly narrative overview of conditions in
the market.
Imagine how prepared you would look to your client if you
brought the Asset Advisor Report in when trying to win the
business.
Execute
www.cbcblueprint.com
вЂ” Go to Tools
вЂ” Reis
Sales Comparables
Office
Property Location and Physical Characteristics
Make sure your company is utilizing this free tool. Reis
covers many markets (complete list available on Blueprint).
Property Name
Property Type Multi-Tenant
Address 660 Madison Ave
Building Area (SF) 254,474
City New York
No. of Bldgs./Floors 1 / 13
State/ZIP/County NY / 10021 / New York
Year Built/Renovated 1958 / 1993
Metro (Submarket) New York (Plaza)
Asset Class A
Comments Masonry exterior walls.
Value
The value of having market research:
Sale Details and Analysis
Sale Date 30 Aug 2007
Sale Price $375,000,000
Sale Price PSF $1,474
Vacancy at Sale
Reis Cap Rate Analysis Proforma
All per square foot figures are on an annual basis
Rentable Area Assumption
Potential Rent Revenue
Vacancy Loss/Rate
Seller 1. C/O Broadway Real Estate Partners, LLC / (212) 319-7100 / 375
Park Ave, Ste 2107, New York, NY 10152
2. Broadway 660 Madison Fee LLC
вЂў Become a local expert
вЂў Gain insight on unfamiliar markets
вЂў Observe all perspectives by viewing multiple sources
Keep up with your competition
Effective Rent Revenue
$24,212,218
$98.35 In Place Rent x 239,969 SF
Expense Reimbursements
$182,507 [$0.72 PSF]
($21.69 PSF Exp. - Avg. Stop @ $20.93)
x 239,969 SF
Free Rent Concessions
Credit Loss
Additional Income
Buyer 1. Luigi Zunino / Italy
Comments Reportedly, the p/sf set a record high for NY real estate.
Effective Gross Revenue
Operating Expenses
Capital Reserve
Net Operating Income
Estimated Going-in Cap Rate
($310,664) [$1.22 PSF]
($263,880) [1.0%]
$0 [$0.00 PSF]
$23,820,181
($5,519,541) [$21.69 PSF]
($25,447) [$0.10 PSF]
$18,275,193
4.9%
Based on Sale Price of $375,000,000
Reis Indexed Metro Off Cap Rate
Reported Cap Rate, This Sale
Reis provides information for more professional looking
sales packages and proposals:
See samples at www.reis.com
254,474 SF
$26,387,971
($2,175,753) [5.7%]
$150.00 Market Rent x 14,505 SF
6.3% (Q3 2007)
None
Additional Details When Available
Seller's Broker
1. Douglas Harmon, Eastdil Secured, 40 W 57th St, 22nd
Other Broker Fl, New York, NY 10019, (212) 315-7200
Interest Purchased
Buyer's Broker
Lot Size
Time on Market
Key Tenants
Parcel Number 1375-1102
Deed Reference
Financing Details Property leveraged at a more modest 70 percent, with Deutsche Bank providing the financing.
Other:
Previously sold in May 2006; see Reis Sales Comparable ID 132927
Copyright 2007 Reis, Inc.
Page 3 of 7
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_____
the blue book
Description
The CBC Blue Book is a market intelligence report that is
powered by affiliate data. It is published two times a year,
for year end and mid year.
Value
The Blue Book offers the following benefits, each of which
helps both you and the CBC national brand:
вЂў Increased visibility in the national and local marketplace
вЂў Market information on a primary, secondary and tertiary
market basis, a strategic differentiator for the CBC
organization
вЂў Real time market information to help clients make
informed decisions
вЂў The Blue Book can be used as a tool to position your
company as a thought leader in your respective market
вЂў The Coldwell Banker Commercial Blue Book is also a
great resource to show to your clients or to post to your
social media offerings using the public link above.
Execute
Submit your Market
All we need you to submit is the following:
вЂў 3-4 bullet points about your individual market(such as
new tenants, developments, construction projects, major
transactions, etc)
вЂў Market data on rental, vacancy and absorption rates
(have the numbers moved up, down or remained static
since the previous quarter -- and please note, exact
numbers are not required)
And thatвЂ™s it! All CBC companies who participate will receive
full credit in the Blue Book report for supplying the market
intelligence.
www.cbcblueprint.com
вЂ” Go to Tools
вЂ” Market Intelligence Section
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50
_____
competitive Market Data
Description
Jones Lang LaSalle
www.joneslanglasalle.com/Pages/Research.aspx
Just like seeking out your competition for their comps, you
should also focus on gathering their market data. Market
data is a source of market information for reference for
property packages. Many reports contain:
NAI
www.naidirect.com/mr.aspx
вЂў Market Highlights / Snapshots
вЂў Vacancy & Absorbtion Rates
вЂў Opportunities
вЂў Challenges
вЂў Forecasts
Value
The value of having competitive market research:
вЂў You can compare your data to your data to get the most
up-to-date data
Studley
http://www.studley.com/cs/research_ideas
Transwestern
www.transwestern.net/Market-Research.asp
Price Waterhouse Cooper
www.pwcreval.com/survey/current.asp
Execute
Other Sites
You should make sure you review the market data of all of
your competitors. They may have access to information that
you donвЂ™t have access to. Here are some of the competitive
sites that have market data.
вЂў www.Realtyrates.com
вЂў www.RCAnalytics.com (pay site)
CB Richard Ellis
www.cbre.com/USA/Research (must register)
Colliers International
www.colliers.com/Corporate/MarketReports/
UnitedStates/
Cresa Partners
www.cresapartners.com/tenantsguide.asp
Cushman & Wakefield
www.cushwake.com / Knowledge Center (must register)
Grubb & Ellis
www.grubb-ellis.com/Research/Reports.aspx
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51
_____
Attend Industry and
Local Events
Sponsorships
Description
Description
Every city has local industry events that you can attend or real
estate organizations you can join.
One of the best ways to create a marketing splash
is sponsorships. The very same industry events you
attend, your company could also sponsor.
Value
Attending industry events not only provides valuable information
that you can share with clients, it is a great opportunity to
network. Hand out plenty of business cards and let everyone
know that you have recently joined the Coldwell Banker
CommercialВ® organization.
Execute
Go to some of the major industry websites to find
schedules of their local events.
NAIOP вЂ” National Association of Industrial and
Office Properties www.naiop.com
SIOR вЂ” Society of Industrial & Office Realtors www.sior.com
CCIM Institute вЂ” experts in commercial investment real estate
www.ccim.com
CPN вЂ” Commercial Property News www.cpnonline.com
CoreNet Global www.corenetglobal.org
Real Share Conferences www.almevents.com/rs_index.cfm
BOMA вЂ” Building Owners and Managers Association
www.boma.org
IREM вЂ” Institute of Real Estate Management www.irem.org
ICSC вЂ” International Council of Shopping Centers
www.icsc.org
Value
Sponsoring an event or activity with a particular audience
is widely recognized as an effective way to make that
audience aware of your capabilities, products, or services.
Often, it is an important supplement to print or electronic
advertising.
Execute
Seek out local industry events (listed on the left)
or charitable organizations for various sponsorship
opportunities.
The Coldwell Banker Commercial organization has a
national charitable partner: Big Brothers Big Sisters of
America. Your company may be able to sponsor one of
their events. A guide has been created to further help
affiliates with participation in the BBBS program.
www.cbcblueprint.com
вЂ”Click on Library
вЂ”Download the BBBS Participation Guide
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52
_____
Promotional Items
Description
Execute
Promotional items are items imprinted with your company
logo or symbol.
There are thousands of websites that sell promotional items.
A simple google search for promotion items will list several
good sites.
Value
Promotional items are inexpensive items that are great for
introducing a company, reinforcing your corporate identity,
thanking customers for past business and encouraging
prospects to become customers.
Xpressdocs (as explained earlier) offers several promotion
items (as seen below).
www.cbcblueprint.com / Tools / Xpressdocs
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53
_____
continual
marketing
Throughout the previous sections of this
book, we have explained вЂњHow to Create
a Marketing Splash.вЂќ The final step in this
process is continual marketing. Even when
you have completed all the tasks in the
previous sections, your job isnвЂ™t complete.
It is important that you continue your
marketing efforts. This section covers the
following ideas for continual marketing:
1. Stay in front of Clients
a. Holiday Cards or E-mails
b. Newsletter
c. Announcements
2. The Simple Things go a Long Way
3. Tracking your Efforts
4. Stay in tune with Coldwell Banker
Commercial information
5. Keep Website updated
6. Be tactful with marketing
7. Other helpful CBC documents
8. Next Generation Marketing
_____
54
_____
Stay in Front of Your Clients
Holiday Cards/E-mails
Description
Send cards or e-mails for holidays. This doesnвЂ™t just apply to
the holidays in December. Send an e-mail for other holidays:
Thanksgiving, 4th of July, etc.
Value
Simply creating holiday messages allows your company to
stay in front of your clients. Your clients will appreciate the
gesture and you may even get responses to your friendly
e-mail. This response could spark a conversation between
you and your client where you may discover that they have a
service need.
Execute
A simple e-mail with a graphic in the body of the e-mail
would do the trick (attachments are not recommended
because they can be filtered by junk mail filters). When
sending an e-mail, be conscious of the file size. Sending a
1MB graphic to 500 clients will really clog up your server. If
you are using an image, reduce the file size or resolution of
the image. Since it is being e-mailed, screen resolution (72
dpi) works fine.
Create the graphic in Photoshop (if available).
Go to File, Save for Web and other devices (this will create a
much smaller file for e-mailing). Save the file as a jpeg, and
you can experiment with the settings to create the desired
size. Then, open an e-mail, click on the body of the e-mail
and insert your image. Tip: if you want text written above the
graphic, either type the text 1st, or hit enter once, then insert
the image.
If you donвЂ™t have Photoshop, you can create the graphic in
Powerpoint, but do a вЂњsave asвЂќ and save it as a jpeg. The file
size may be larger.
ADVANCED VERSION:
To create an animated GIF e-mail if you have a release of
Photoshop earlier than version CS3: save as a Photoshop
File, Click/Open in Image Ready. Click on Window/
Animation tab. Click on duplicate current frame. Hide or
show layers that you want visible by clicking on the eye next
to the layer on the layers box. Make as many animation
frames as you like. Change the delay time as necessary. You
can also add вЂњtweenersвЂќ (fade objects between transitions).
Click File/Save Optimized as, save as a .GIF
Photoshop CS3
Click on Window/Animation, Click on duplicate current
frame. Hide or show layers that you want visible by clicking
on the eye next to the layer on the layers box. Make as
many animation frames as you like. Change the delay time
as necessary. You can also add вЂњtweenersвЂќ (fade objects
between transitions). Save for Web or other devices, save as
a .GIF
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55
_____
Newsletter
Announcements
Description
Description
A Market Newsletter is a source of market information to send to
clients and is a good way to stay in front of them. Many reports
contain:
вЂў Market Highlights / Snapshots
вЂў Vacancy & Absorbtion Rates
вЂў Opportunities
вЂў Challenges
вЂў Forecasts
вЂў Completed Transactions
вЂў General Info about your Company
Announcements are an easy way to stay in front of
clients. They can be used to announce closed deals,
new hires, etc.
Value
If you donвЂ™t tell them, they wonвЂ™t know. How else do you
think clients/competitors will find out what is going on
within your company? Announcing deals will get people
thinking, вЂњthat company is really busy, they are hot right
now. I think we need to be doing business with them.вЂќ
You can also announce deals that you have won.
Value
The value of sending a Newsletter:
вЂў Your clients may seek you for advice on the market based on what
they read in your newsletter.
However, you donвЂ™t want to send out every transaction
you complete. You should group a couple of smaller
transactions together, and you can be vague about the
information. Recently brought X tenant to building at,
rather than Recently leased 1,500 SF at building X.
Execute
Execute
The Coldwell Banker Commercial organization offers a template to
create your own newsletter.
Download the Viewpoint template to create and send to your clients
www.cbcblueprint.com
вЂ”Library
вЂ”Keyword: Viewpoint
You can look at various examples from some of the competition that
was previously mentioned in the вЂњCompetitive Market DataвЂќ section
to gain their spin on your market.
COLDWELL BANKER COMMERCIALВ®
VIEWPOINT
National 2008 Q3
Q3 News Stories
$835M Manhattan Project Scores Approval
A planned $835 million hospital development won a key approval when city officials reversed an earlier decision not to raze a
hospital building currently on the Manhattan site.
Florida Real Estate Experts Staying Calm
Florida real estate experts are not panicking in response to the national economic crisis, according to a recent survey by the
University of Florida. FloridaвЂ™s housing crisis is worse than in other states, Archer said. But respondents to the survey think the state
will benefit the same way it has in the past, by capitalizing on retirees. But the recent drops in the stock market and the tightening
of credit will probably delay the plans of retiring baby boomers, Archer said.
Collapsing Fundamentals Drag Down California Economy
The forecast for 2009 is substantially more pessimistic than the outlook presented by UCLA Anderson in its third-quarter 2008
report on the economy, released at the end of September. That report did not forecast a recession but suggested that economic
growth had stalled at about 1 percent growth in gross domestic product in the third quarter and would likely decline to 0 percent in
the fourth quarter.
EverythingвЂ™s Bigger in Texas? Not When It Comes to Real Estate Slumps
Indeed, industry folks in Houston, Dallas, San Antonio and Austin seem to feel just a little bit blessed lately. Even though the capital
marketвЂ™s tougher restrictions have drastically slowed down land transactions here, the Lone Star StateвЂ™s diverse industries and
healthy job growth have helped insulate Texas somewhat from a slump that has stymied much of the rest of the country.
www.cbcblueprint.com
вЂ”Click on Tools
вЂ”CBC Template Center
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56
_____
The Simple things go a long way
Description
YouвЂ™ve spent a lot of time creating your databases and
marketing the properties, but donвЂ™t forget about the simple
things.
Value
When trying to retain existing clients, it doesnвЂ™t hurt to вЂќGo
the Extra MileвЂќ. By doing any of these things for your clients,
it may spark additional business in the future. Your clients
will appreciate the gesture. Just like you appreciate when a
waiter / waitress goes the extra mile, your clients will share
the same gratitude.
Execute
Here are some examples of inexpensive вЂњsimple thingsвЂќ you
can do:
For Tenants
вЂў Create an amenities map for new tenants you place
into a building. Their workers may not know the area or
where to eat lunch. For instructions, See How to Create a
Marketing Package. www.cbcblueprint.com
вЂў Provide breakfast for tenants or something simple when
they move into their new space
вЂў Remember the tenantвЂ™s 1 year anniversary from when
they moved into the space
вЂў Keep tabs on all tenants you place. Keep track of when
their lease expires. Send them a friendly notice about a
year before their lease expires and ask if they are happy
in the space; or do they need to find alternative space.
вЂў Pay attention to all tenant information you find out. Keep
track of lease expirations...you never know when you
might have some inside info on another tenant vacating
a space and your tenant would fit perfectly in that space.
вЂў A nice gift is a water-color painting of a tenantвЂ™s new
space or a building purchased by an owner; they
typically cost about $200, and can be ordered from our
relationship with ReBackOffice.
www.cbcblueprint.com / Tools / Custom Marketing
Solutions
In General
вЂў Stay in front of your clients with business. Tell them about
transactions you have closed or anything going on with
your company, new hires, new services, new website, etc.
вЂў You probably get things from your personal real estate
agent or your mortgage agent for your house. You
always think it is a nice gesture, even if you donвЂ™t use the
product they send you. DonвЂ™t you think your clients would
feel the same thing if you sent them something? It could
be anything.
вЂў Go the extra mile with your public information. Use
CBCworldwide as your personal webpage and personal
property webpage. The information is only as good
as what you put in. Look at your listings / bio and ask
yourself. вЂњWould I buy / work with this professional?вЂќ
вЂў Send them the вЂњClient Centric Pieces.вЂќ WeвЂ™ve created
a series of documents called Client Centric Pieces that
are meant for your clients for the purpose of staying in
front of them. Download them from the Blueprint library:
keyword: Centric.
вЂў Get creative with sales. Approach owners that might not
be currently selling their property; run some numbers
and show how much they could make if they sell now.
Also show how you would market their property, and find
them an alternative to put their money back into.
вЂў Keep accurate databases: property, clients and other
brokers.
вЂў Turn your transactions into referrals. Ask your client if
they have an additional needs: Construction Mgmt, other
locations, Property Management, etc.
вЂў DonвЂ™t re-invent the wheel; utilize what is given to you
and speak with other Coldwell Banker Commercial
professionals. They may have already mastered the
thing you are struggling with.
вЂў E-mail a вЂњThought of the Week.вЂќ It doesnвЂ™t have to be
industry related, but if you do it consistently enough,
people may start to look for your вЂњWeekly E-mailвЂќ and
this will begin to establish yourself as вЂњthought leader.вЂќ
вЂў Send a brief recap of industry events. Or classes you
attend, especially if you think your clients will find the
information useful.
вЂў вЂњCatch upвЂќ with them. Take them out to lunch; even if
itвЂ™s just to вЂњcatch upвЂќ or stop in their office to say вЂњhello.вЂќ
Keep it simple, it doesnвЂ™t have to be business related, in
fact, it shouldnвЂ™t be. Drop in to see how their business is
doing and keep the conversation casual...tell them about
a вЂњhot tipвЂќ you heard regarding a tenant or a building.
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57
_____
Track your efforts
Description
Tracking Social Media
Tracking is figuring out what is working by using some form of
measurement.
You should track the success of your social media:
It is something that is often overlooked, and takes minimal
time & effort.
вЂў # of Re-Tweets
Value
вЂў what style of writing is generating the most interest
вЂў # of followers / friends / likes
вЂў # of direct contacts
Why you need to track:
You can use Klout to track your Twitter usage.
вЂў See what is successful
Facebook pages give you insights
вЂў Weed out unnecessary work
вЂў Play to your strengths
Execute
You should track your marketing efforts. Each effort may
require a different tracking mechanism.
Tracking URLs
It is important to track URLs. You can show the client how
many hits it received, etc.
You can use a URL shortener such as Bit.ly to track your URLs.
Tracking Website Traffic
Tracking Closing:
To track what helped you close the transaction, ask the
broker that represented the buyer / seller - вЂњHow did you
initially hear about the property?вЂќ
This will give you an idea of what marketing efforts are
working and will help you focus your efforts.
Tracking Procurement
To track how you won the business, survey clients:
вЂў Why did you use my services?
вЂў What did you like?
вЂў What can I improve on?
Create a form on Google Forms and send it to clients you
have represented.
If you utilize the Local CBCWorldwide tool, you receive
monthly metrics to track your website traffic.
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58
Stay in tuned with Coldwell
Banker Commercial
Information
Description
This may sound like a no brainer, but corporate often changes or
updates tools (adapting them based on feedback received from
affiliates) or offers new systems or tools. It is your job to stay in
tune with these changes.
Value
You may have tried to use a particular tool, and found a bug with
the tool, discouraging you from using the tool again. However,
corporate also learned of the bug and promptly fixed it. Now the
tool does exactly what it is supposed to do, but you will not know,
unless you check again.
Execute
Corporate sends out e-mails, such as вЂњWhatвЂ™s New on BlueprintвЂќ
or mailings to all affiliates notifying them of new things and uses
Blueprint to disseminate information about what is new. Make
sure you check Blueprint once in a while to see whatвЂ™s happening
as the carousel is changed weekly. Also, whatever your login is to
Blueprint is the e-mail all communication is sent to. Make sure your
information is up-to-date.
If you have a single point of contact that disseminates info
throughout your company, please advise the corporate
office at 800-222-2162 as this ensures information is received in a
timely manner by all affiliates. Also, if a tool needs to be updated or
changed, please call the help desk at
800-222-2162.
The best way to stay in tuned with what the CBC organization offers
is to have someone from your company join the Marketing & Admin
Committee (MAC). There are bi-monthly calls that discuss new
items and give you a first-look as to what is being released.
_____
Keep website up
to date
Description
Information that resides on your website changes. New
deals close, new people are hired or new services are
offered.
Value
Keeping your website updated maintains a professional
image for your company. If a client is meeting with a
broker that is relatively new to your company, the client
may check out the brokerвЂ™s resume online. If that
person isnвЂ™t even on your website, then the companyвЂ™s
professional image is tarnished. Or, you tell a client about
a listing that you have. The client goes to your site to get
more information, yet the listing isnвЂ™t on your website yet.
How does that look in the clientвЂ™s eyes?
Execute
This is just a simple maintenance issue. Once in a while,
hand out current resumes to everyone in
your firm and ask them to edit as necessary. Then, post
these updates on the web.
Also, check listing data. If it has changed, make
sure you update it on your website.
Be Tactful with your
Marketing
Description
Throughout this book, weвЂ™ve offered several suggestions
on how to successfully market your firm. However, you
need to be tactful with your marketing. DonвЂ™t become
the firm that is automatically deleted because you send
too
many e-mails.
Value
Tactful marketing allows your messages to get across,
without losing any credibility for your company. If your
messages are targeted and concise, your clients will
view your messages
as helpful information.
Execute
Send out announcements, but donвЂ™t announce
everything individually. Combine several
announcements into one. Choose your messages wisely.
_____
59
_____
other Helpful CBC documents
Document
Keyword
Hyperlink
Other How to Guides
вЂў Marketing Package
вЂњPackageвЂќ
http://www.cbcblueprint.com/library/viewdocument.php?documentid=1855
вЂў Win Business (Obtain the Listing)
вЂњObtainвЂќ
http://www.cbcblueprint.com/library/viewdocument.php?documentid=1854
вЂў Thrive in a Challenging Market
вЂњThriveвЂќ
http://www.cbcblueprint.com/library/viewdocument.php?documentid=3195
вЂў Marketing Plan
вЂњPlanвЂќ
http://www.cbcblueprint.com/library/viewdocument.php?documentid=1714
вЂў Business Plan
вЂњPlanвЂќ
http://www.cbcblueprint.com/library/viewdocument.php?documentid=3176
вЂў Generate Traffic & SEO to your Website
вЂњTrafficвЂќ
http://www.cbcblueprint.com/library/viewdocument.php?documentid=4597
вЂў Get Involved with Brand Charity
вЂњBrothersвЂќ
http://www.cbcblueprint.com/library/viewdocument.php?documentid=26
вЂў Use Social Media for Business
вЂњSocialвЂќ
http://www.cbcblueprint.com/library/viewdocument.php?documentid=5457
Presentation Enhancers
вЂў CDX Slide
вЂњCDXвЂќ
http://www.cbcblueprint.com/library/viewdocument.php?documentid=2215
вЂў Map of CBC US Locations
вЂњLocationsвЂќ
http://www.cbcblueprint.com/library/viewdocument.php?documentid=461
вЂў Map of CBC International Locations
вЂњInternationalвЂќ
http://www.cbcblueprint.com/library/viewdocument.php?documentid=3498
вЂў Recruiting Guide
вЂњRecruitвЂќ
http://www.cbcblueprint.com/library/viewdocument.php?documentid=3435
вЂў Stock Building Photos
вЂњStockвЂќ
http://www.cbcblueprint.com/library/viewdocument.php?documentid=1476
вЂў Client Centric Pieces
вЂњCentricвЂќ
http://www.cbcblueprint.com/library/viewdocument.php?documentid=4518
вЂў 3rd Party Free Tools
вЂњDiscountвЂќ
http://www.cbcblueprint.com/library/viewdocument.php?documentid=4037
Templates
вЂў Flyer, Postcard, Announcement
вЂњPublisherвЂќ
http://www.cbcblueprint.com/tools/templatecenter
вЂў Cash Flow Analysis
вЂњCashвЂќ
http://www.cbcblueprint.com/library/viewdocument.php?documentid=2215
вЂў Property Signs
вЂњSign TвЂќ
http://www.cbcblueprint.com/library/viewdocument.php?documentid=982
вЂў PR
Advertising / PR, then Templates
вЂў New Listing Checklist
вЂњListingвЂќ
http://www.cbcblueprint.com/library/viewdocument.php?documentid=4155
Forms
вЂў Listings Manager Entry Forms
вЂњListingвЂќ
вЂў Awards
Award Category
вЂў Specialty Group Applications
вЂњGroupвЂќ
http://www.cbcblueprint.com/library/viewdocument.php?documentid=4395
Other Documents of Notete
вЂў Capabilities Brochure (Client Services)
вЂњClientвЂќ
http://www.cbcblueprint.com/library/viewdocument.php?documentid=21
вЂў CBC Affiliate Directory
вЂњPhoneвЂќ
http://www.cbcblueprint.com/library/downloadfile.php?documentid=4581
вЂў Marketing and Technology Brochure
вЂњResourcesвЂќ
http://www.cbcblueprint.com/library/downloadfile.php?documentid=3736
вЂў Global Client Solutions Brochure
вЂњSolutionsвЂќ
http://www.cbcblueprint.com/library/downloadfile.php?documentid=3915
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60
_____
Next Generation marketing
Description
In this digital age, marketing is changing. What typically
worked to market properties in the past may not work five
years from now.
Value
ItвЂ™s important to stay вЂњin tuneвЂќ with what new technologies
are out there. You may not need to know all of them, or even
how to use them, but you should be aware of them. You
should also start trying to incorporate some new technologies
into your repertoire before other brokers may pass you by.
The вЂњOld SchoolвЂќ way of doing business is fading. A
handshake simply isnвЂ™t good enough anymore.
Execute
Youtube Ads or Videos of properties
Everyone knows what Youtube is (if you donвЂ™t, it is a video
depository of just about any topic) The videos are uploaded
by individuals. You can create videos of your properties and
surroundings and host them here.
Sharing Information
The вЂњOld SchoolвЂќ way of thinking was, my information should
remain close to my heart. The Next Generation knows that
information is more readily available. You have to share
information to get information. If you arenвЂ™t sharing your
information, you may be missing out on details that you never
knew you had access to.
The residential companies are starting to create websites
such as вЂњOpen House.comвЂќ where it lists all open houses
for all companies. OK, so there arenвЂ™t open houses in
commercial real estate, but the concept of all information for
all companies on one site doesnвЂ™t seem to far off.
Here are some examples of вЂњNext Generation MarketingвЂќ:
Residential Marketing
ItвЂ™s good to stay in tune with what the residential companies
are doing. At first, it may not seem relevant to commercial,
but remember, just like it is in the вЂњreal worldвЂќ, commercial
always follows what happens in residential. Residential
booms, commercial booms two years later. Residential
slumps, commercial slumps two years later. The same
should apply to marketing techniques. If it works for them, it
MAY work for you, but not always.
The information portrayed are examples of marketing done by
Residential Agents, and will be the next generation marketing
for commercial properties.
вЂњVirtualвЂќ tours of properties
This is common in the residential side of the business, but
there should be no reason it cannot be incorporated into the
commercial side. Digital cameras and certain programs
make this even easier in todayвЂ™s world.
Through the Business Advantage program, CBC affiliates get
discounts from Realbiz 360
www.realbiz360.com
Web Presence
You need to have a web presence. Not just on your website,
but elsewhere on the web. Sites such as Linked In, Digg.com
are good places to start.
A typical flyer just doesnвЂ™t cut it in todayвЂ™s marketing scheme.
Utilize the individual property webpage on Worldwide. You
can even take it a step further and buy a specific URL for your
property (less than $10): www.123smithstreet.com and redirect it to the page on Worldwide. Again, residential agents
are currently doing this, why shouldnвЂ™t commercial agents.
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61
_____
in conclusion
We hope you found the information in this
book valuable to your firm. We have tried to
simplify the process based on findings from
an actual office opening. There may be some
things we missed. As you go through the
process of вЂњCreating a Marketing SplashвЂќ and
come across something that wasnвЂ™t in this book;
please forward your feedback to the Marketing
Dept. at corporate by calling 800-222-2162.
We are always looking for feedback to improve
the products we offer to our affiliates.
В© 2013 Coldwell Banker Commercial Affiliates. A Realogy Company. All Rights
Reserved. Coldwell Banker Commercial Affiliates fully supports the principles of the
Equal Opportunity Act. Each Office is Independently Owned and Operated. Coldwell
Banker Commercial, the Coldwell Banker Commercial Logo, CBCWorldwide and
Blueprint are registered (or unregistered) service marks licensed to Coldwell Banker
Commercial Affiliates.
_____
62
_____
appendix
Public Relations and Advertising Tools
1. PR DoвЂ™s and DonвЂ™ts
2.Small Business Advertising Basics
3. Advantages / Disadvantages of
Media Outlets
4. Where to Advertise: Helpful Websites
5. National Advertising Discounts
Coldwell Banker Commercial Tools
1. Win Business & Marketing Packages
2. Enhanced Graphics
3. Project Management
4. Financial Analytics
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63
_____
Following are some guidelines for responding to the media:
DOвЂ™S
DONвЂ™TS
вЂў Do understand the needs of the media.
вЂўD
onвЂ™t make вЂњoff-the-recordвЂќ statements. There is no
such thing вЂ” they will become on-the-record and get
printed!
вЂўD
o speak with one voice consistently through a
designated and experienced spokesperson.
вЂў DonвЂ™t debate subjects.
вЂўB
e accessible to the media so they donвЂ™t feel that
they need to utilize other sources.
вЂўD
onвЂ™t feel obligated to accept the reporterвЂ™s facts and
figures or answer hypothetical questions.
o follow up with the journalists to determine if they
вЂўD
need anything further and when the article will run.
вЂў DonвЂ™t attempt to assess blame.
o collect and keep track of your press clippings as
вЂўD
well as those of your competitors.
eprint (with permission from the publication)
вЂўR
prominent clippings about your office and use
as a promotional tool.
вЂўD
o send photos whenever possible вЂ” and try to
position the Coldwell Banker Commercial logo or
signage so that it will appear clearly in the frame of
the photo. Do identify each person in the picture by
writing the names of the people on the back of the
shot or attaching a list to the picture.
вЂўD
o try to send releases to the press at least once a
month. This ensures momentum and keeps you top
of mind with the media.
вЂў DonвЂ™t overreact or exaggerate a situation.
вЂў DonвЂ™t deviate from your company policy.
вЂўD
onвЂ™t provide any internal material or documentation
to the media.
вЂўD
onвЂ™t berate or scold the journalist if they
misinterpret or misprint your information in an article.
You may call to gently remind them of the correct
data. They may print a correction or take heed for the
next article they write about you.
When asked to do an interview:
вЂўD
o your own research вЂ” Make sure to research and
confirm any facts or figures you are uncertain of, and
try to identify any area you may be uncomfortable
discussing.
вЂў T alking points вЂ” Write down some talking points so
that you have them in front of you.
вЂў DonвЂ™t come unprepared, try to make up stats or lie to the media. If you are put on the spot about a situation, either offer the truth, or explain that
you are unable to provide the information at the
present time and offer them alternate information.
вЂў If you are uncomfortable talking about a topic, offer
alternative, positive information without feeling
pressured to answer any particular question directly.
вЂўD
onвЂ™t just say вЂњno comment.вЂќ It is often perceived
negatively by journalists as well as the public. If in
doubt, feel free to call the CBC Public Relations team.
_____
64
_____
Small Business Advertising Basics
Ad Measurability
Many offices face the challenge of how to start their
marketing launch. Should you run quarter-page ads in your
local paper? Should you pay a Search Engine Optimization
firm to get you better Google rankings? Should you sponsor
your kidвЂ™s little league team shirts?
The answer isnвЂ™t about where to spend money, itвЂ™s about
what order to spend it in.
Presumably all of these placements will produce
some visibility for your company. But businesses
like Coldwell Banker CommercialВ® affiliates donвЂ™t just need
visibility; they need a financial return
as quickly as possible.
Time to Action
Time to Action is a measure of how quickly our advertising
results in an action. CBC affiliates
need to turn ad dollars into actions very quickly,
so comparing how quickly your media performs
is critical.
Track-ability
While we want to produce quick results, we need to track
those results as well. If we donвЂ™t know whatвЂ™s working, we
donвЂ™t know how to respond effectively.
Since most of your initial marketing will be a test of itself,
you need to put those items you can measure at the top of
your list. Even if they donвЂ™t produce the best results, the fact
that you can measure their efficacy will allow you to finetune your message and adapt to your customers earlier.
Return on Investment
Of course we want our marketing dollars to produce a
healthy return on investment. But if the return takes 2 years
(Time to Action) and we have no idea where it came from
(Track-ability) it doesnвЂ™t really help us!
All marketing should be accountable and provide a
measurable return on investment.
Always remember, if you canвЂ™t build a clear and obvious
model for return on ad investment dollars, walk away. DonвЂ™t
get lured into thinking that just because it builds awareness
itвЂ™s a good way to spend money.
You can build awareness until youвЂ™re blue in the
face, but unless youвЂ™re bringing in business, it just
doesnвЂ™t matter.
The idea is to find out what works best, move it to the top
of the stack, and then exploit it until it canвЂ™t provide any
further results.
_____
65
_____
Advantages and Disadvantages of the Major Types of Media
It is important to understand the different types of media before choosing which one
will be the right one for your firm. Adapted from Bernard Hodes Group, 2001 and Joscon Networks, 2001
ADVANTAGES
DISADVANTAGES
WHEN TO USE
вЂў Most personal form of advertising
вЂў Mailing can be pinpointed to precise
geographic area
вЂў Can target specific groups
вЂў Evaluate its effectiveness
by calculating response rates
вЂў Difficult to find home address mailing
list of prospects by occupation
вЂў Cost for reaching each
prospect is high
вЂў Many people donвЂ™t like
unsolicited offers
вЂў If the right mailing list can be found,
this is potentially the most effective
medium вЂ“ no other medium gives
the prospect as much a feeling of
being specially selected
вЂў Particularly valuable in competitive
situations
вЂў Specialized audiences
вЂў Long life
вЂў Not timely
вЂў Often have competitive clutter
вЂў Only appropriate to have your
company listed.
вЂў Relatively cost-effective
вЂў Target types of viewers
вЂў Messages can be timely
вЂў Ads can be interactive
вЂў Able to reach a global audience
вЂў Difficult to gauge impact of Internet
advertising
вЂў Range of costs can vary dramatically
вЂў It is still new to consumers
вЂў Appropriate for ongoing campaigns,
especially as a resource for additional
information.
вЂў Banners, Ezines and links can help
drive traffic to your website.
вЂў Select targeted audiences
вЂў Ad size flexibility
вЂў High quality printing
вЂў Prestigious editorial environment
вЂў Long life вЂ“ prospects keep
magazines and reread them
вЂў Wide geographic circulation вЂ“
вЂў Long lead time for ad placement
вЂў Costs can be high
вЂў When it is a specific property that
tailors to a unique audience
вЂў When time and geographic
limitations are not of utmost
importance
вЂў Easy to ignore
вЂў Considerable competitive clutter
вЂў Circulation not specialized вЂ“
you pay for unwanted readers
вЂў Poor printing quality
вЂў Targeting specific audiences is
limited
вЂў When you have a very local property
вЂў When sufficient numbers of clients
are clustered in a specific area
Newspapers
вЂў Short deadlines
вЂў Ad size flexibility
вЂў Circulation concentrated in specific
geographic areas
вЂў Reach a diverse audience
Outdoor (roadside
billboards) and
Transit (posters on
buses & subways)
вЂў Difficult to ignore. Can reach clients
as they are traveling
to their jobs
вЂў Precise geographic selectivity
вЂў Reaches large numbers of people
many times at a low cost
вЂў Only very brief message is possible.
вЂў Requires long lead for preparation
and must be in place for long period
of time (Usually one to three months)
вЂў When you want to have an ad for a
long period of time
Point-of-Purchase
(promotional
materials at
recruiting location)
вЂў Quickly recognize brand
вЂў Creative flexibility
вЂў Inexpensive
вЂў Shelf-life, kept at their desk or in
their home
вЂў Limited usefulness: every company
gives them out and clients donвЂ™t act
on call to action
вЂў When you sponsor an event.
вЂў At your front desk in your office
вЂў When you want to stay in front of your
existing clients.
Radio and
Television
вЂў Can be limited to specific
geographic areas.
вЂў Creatively flexible, can dramatize
employment story more effectively
than printed ads
вЂў Only brief, uncomplicated messages
are effective
вЂў Lack of permanence; client cannot
refer back to it. (Repeated airings
necessary to make an impression)
вЂў Creation and production of
commercials вЂ“ particularly TV вЂ“ can
be time-consuming and costly
вЂў Lack of special interest selectivity;
paying for waste circulation
вЂў When a large impact is needed; a
вЂњblitzвЂќ campaign can saturate an
area in two weeks or less.
вЂў Useful to call attention to printed ads
or web site
Direct Mail
Directories
Internet
Magazines
_____
66
_____
Where to Advertise: Helpful Links
Start with local publications for your advertising. You can also
use the following links to assist you in finding more publications.
Newspapers by State
http://dir.yahoo.com/News_and_Media/Newspapers/By_Region/U_S__States/
www.newspaperlinks.com/voyager.cfm
http://newslink.org/news.html
Magazines by State
www.newslink.org/mag.html
Trade Magazines
http://dir.yahoo.com/Business_and_Economy/Business_to_Business/Real_Estate/News_and_Media/Magazines/
City and Regional Magazines on the Web
www.bibliomaven.com/citymags.html
Radio Stations
www.radio-locator.com/
TV Stations
www.newslink.org/stattele.html
www.shgresources.com/resources/tv/
Media Contact List (Paid Service)
www.medialistsonline.com/list_build.asp
_____
67
_____
National Advertising Discounts
Description
Execute
The Coldwell Banker CommercialВ® organization corporate
has negotiated discounts on behalf of affiliates with national
and regional publications, for both print and online.
Review the chart below displaying some of the discounts
offered or download the most current list
of Advertising Discounts from
www.cbcblueprint.com
вЂ”Library
Value
Because the Coldwell Banker Commercial brand advertises
with certain vendors nationally, we can negotiate a
discounted rate for placements. We pass these discounts
down to the affiliates.
Publication
Circulation
Discount
Contact Name
BlackвЂ™s Guide
2,000- 4,000
(varies by region)
15 percent
Keith Davis
CCIM
20,000
6X Rate
John Davis
(770) 973-5216
Commercial
Property News
31,000
3 percent
Paul Hayes
(646) 654-4588
Heartland Real
Estate Business
20,000+
10 percent
Scott France
France Publications
(404) 832-8262
Hotel Business
41,000
50 percent
Allen J. Rolleri
ICD Publications
(631) 246-9300
x218
Hotel Journal
13,000
50 percent
Allen J. Rolleri
ICD Publications
(631) 246-9300
Midwest Real
Estate News
30,000
24 percent
Tricia Haddon
RE Communications Group
(312) 644-7168
Multi-Family
Executive
25,000
5 percent
Rich Davis,
Multi-Family Executive
(215) 794-8252
National Real
Estate Investor
33,301
10 percent
Matt Butcher
National Real Estate Investor
40 percent
(Classified Section)
(Sunday)
(Wednesday)
Russ Freyman
Managing Director
Phone
(866) 364-6114
(212) 204-4240
New York Times
1,700,000
Northeast Real
Estate Business
20,000+
10 percent
Scott France
France Publications
(404) 832-8262
Real Estate Forum
33,250
25 percent
Greg Christensen
Real Estate Media
(212) 929-6900
Shopping Center
Business
34,000+
Scott France
France Publications
(404) 832-8262
The Wall Street
Journal
3,500,000
10 percent
Varies by region
(42.5% in
Business
Classifieds)
Geoff Madden
Dow Jones Advertising
(212) 556-4618
(212) 597-5650
_____
68
_____
Other Useful Coldwell Banker
CommercialВ® tools
It is important to create professional-looking listing packages
and packages to win business. CBC offers a variety of tools to
assist you in creating your packages.
Win Business Package & Marketing
Package Templates
Description
A Win Business Package is a proposal that is used when
trying to вЂњwin the businessвЂќ.
A Marketing Package is a proposal you create after
you have won the business to market the property to
prospective clients.
Execute
Both templates can be downloaded from
www.cbcblueprint.com in the Library tab.
Type вЂњPackageвЂќ in the search.
Templates have been created in a variety of formats for
both of these packages.
They are available in three formats:
вЂў MS Word
вЂў MS Publisher
вЂў Adobe InDesign
Value
Accompanying the templates is a How to Guide that
explains how to get the proper information.
The templates were created due to high demand from
Coldwell Banker CommercialВ® (CBCВ®) affiliates seeking
help with their proposals. The contents of the template
were thoroughly examined to determine what methods
should be used to best portray your company. Many
of the recommendations come from proven packages
that have won listings for some of our affiliates or have
successfully marketing the listing.
1
_____
how to create a
win business proposal
part ic i pat ion g uide
The templates were also created to generate consistency
among affiliates. We wanted to make it easy for you
to create a professional Win Business proposal and
Marketing Packages.
_____
_____
69
_____
Enhanced Graphics
Project Management
Description
Description
RE Back Office is a pay-per-item solution center
offered at a discounted rate to the CBC organization
of affiliates.
It is important to keep all of your listings organized. It is also
important to keep your client apprised as to where you are at
with marketing their listing.
A brief summary of the product: вЂў 3D Maps
вЂў Artist Renderings
вЂў Floorplan Recreation
вЂў Stacking Plans
вЂў Map Recreation
вЂў Flyer Design
вЂў Website Design
Value
Purchasing these products at significantly discounted
rates improves the quality of marketing packages.
You can also purchase a gift for your client. If they
recently sold or bought a building, you could have a nice
watercolor done for about $250.
Execute
Value
Keeping your client in the loop is the first step in customer
satisfaction.
Execute
CBC affiliates receive access to a communication and project
management tool: Teamwork PM.
This web-based communication and transaction
management tool enables professionals to connect with their
team members or clients and share information at any time.
This tool offers immediate access to project files, including:
lease contracts, floor plans, project timelines, task lists, team
rosters, property data and all project communications
- allowing you to easily keep your team members and clients
informed.
www.cbcblueprint.com in the Tools section.
www.cbcblueprint.com in the Tools section.
_____
70
_____
Financial Analytics
Description
Execute
As an affiliate in the Coldwell Banker CommercialВ®
organization, you have a unique opportunity to get a
substantial discount on financial tools to analyze all the
rents, improvements and other occupancy-related costs in
detail via Argus Leasing Suite.
Argus Leasing Suite is offered as a paid service through the
CBC organization. We have negotiated an 87% savings on
behalf of our affiliates.
ffice, industrial, retail, mixed-use and
вЂўO
multi-family analysis
вЂў Cash Flow, Tenant Reporting, Returns and Valuations
вЂў Real-time Calculations
вЂў Instant sensitivity for acquisition,
management and disposition
xpense Recovery Calculations with
вЂўE
Instant Auditing Capability
вЂў Reporting and presentation tools
вЂў Exchange with Excel, Argus and other industry tools
вЂў Lease vs Buy Analysis
www.cbcblueprint.com
вЂ” Click on Tools
вЂ” Financial Analytics
We do offer an excel template to run financial numbers as
well...not quite as robust as Argus, but you can run a 10
year financial projection by simply entering in a couple of
numbers.
www.cbcblueprint.com
вЂ” Click on Library
вЂ” Financial Analysis Resources
Value
Prepare вЂњArgusвЂќ like runs with this simple program to create
more professional Marketing Packages for your listings, and
it isnвЂ™t as difficult to use as the main Argus program.
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